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Hunkemöller and EasyToys launched a line of adult toys

Lingerie chain adds private toy collection to its assortment

Veendam, 8 november 2022 – Lingerie chain Hunkemöller and EasyToys have selected and designed a new collection of adult toys together. Twenty Hunkemöller stores, seven of which in The Netherlands, are now adding adult toys to their lingerie assortment. Hunkemöller is the first brick and mortar chain to start selling Easytoys products.

The lingerie chain and erotic market leader have selected the most appealing products from the EasyToys assortment. Hunkemöller’s collection will be expanded with a rabbit vibrator, vibrating panties, toy cleaner, lubricant and the so-called pleasure box. This couples gift box contains a couple vibrator, massage candle, bondage rope, finger vibrator and erotic dice. The sexual wellness products can be found in the back of the Hunkemöller stores, next to the Private Collection lingerie.

Staff gets training for expert advice

To be able to give expert advice on the use of the adult toys, Hunkemöller staff has been trained by Megan Smit, product expert at EasyToys. “Adult toys are a strong addition to our Private Collection”, says Alexandra Legro, Marketing Director at Hunkemöller. “It is a perfect match with our core values: female power, self-love and inclusivity. We are proud of this beautiful cooperation with EasyToys; a sexual wellness expert.”

Pleasant sex life

“Hunkemöller is a great party to work with“ Eric Idema says. Eric Idema is the CEO and founder of EasyToys and parent company EQOM Group. “The chain can be found in every significant city center or shopping mall in The Netherlands. That Hunkemöller is now launching a Private Collection of adult toys really adds to our mission to break down the taboo around adult toys and help people enjoy a pleasant sex life.”

About EQOM Group

EQOM Group is a consortium of large sexual wellness players that supplies the end consumer as well as stores with the goal to become the global market leader in sexual wellness. EQOM Group was created in 2020 when European market leader EDC Retail (mainly known through its daughter merged with wholesale company Eropartner Distribution, one of the main sexual wellness suppliers of the German and Scandinavian market. EQOM’s goal is to grow the group turnover from EUR 160 million in 2020 to EUR 500 million in 2025.

About EDC Retail and EasyToys

Easytoys is part of EDC Retail, European market leader in sexual wellness products. Having over 100.000 daily visitors and an assortment of over 14.000 adult products makes the largest sexual wellness webshop in the Benelux. Easytoys is actively expanding its activities across Europe and is currently active in seven European countries. Using a specialist team, the webshop informs their customers through EasyToys Magazine and EasyToys TV. Their mission: a pleasant sex life for everyone.

EDC Retail was founded by Eric Idema in 2007 and has been part of EQOM Group since 2020. Led by CEO Idema, EQOM Group wants to become a global player and grow its turnover to EUR 500 million in 2025.

About Hunkemöller

With 850 stores in 21 countries, Hunkemöller is one of Europe’s leading and fastest growing lingerie brands. Since its establishment in Amsterdam in 1886 the company has grown to become a European brand in online and brick and mortar retail. Hunkemöller offers perfect fitting, trendy and high quality bodywear (bras, underwear, nightwear, swimwear and other categories that include sportswear). Hunkemöller excels in brick and mortar retail as well as e-commerce and has embedded technology in ever aspect of its business; from detailed customer profiling to digital recruitment and (retail) staff training. The customer journey is at the heart of the Hunkemöller strategy with a seamless interaction between the physical and digital surrounding thanks to the click2brick-initiatives. Their sustainability-initiative Together Tomorrow was launched in 2020 and covers all activities that aim to take care of the planet and its inhabitants.


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