Michelle and Nikki the founders of Nookii, have been cavorting around the adult market place for eight years. Their idea did not originate, like so many others have done, from an absence of products that they liked; they merely wanted to create and provide something different. “We wanted to make the experience a Nookii experience, from the minute you see the products to buying them and experiencing Nookii,” says Michelle explaining their basic concept. “We wanted every step, from seeing the packaging to the quality of the products to each experience with a Nookii toy to be a positive and enjoyable one. We also wanted to create a more female friendly environment, whilst still appealing to men, something that would make women feel comfortable and confident in buying and bringing home to their lovers.”
Nikki adds. The Nookii collection is currently comprised of 19 products with something to suit everyone from the Beginner's Collection for sex toy virgins and to Slap and Tickle for role play fun to the Weekend Fun Collection, ideal for the perfect weekend with your loved one.
The London-based company is also renowned for its signature product, the Nookii Board Game for Couples. “We also have some fun, non-sexual products in the range, such as Party Packs for Boys and Girls Nights Out as well as some gorgeous novelty gifts like the Nookii Bare and Knight of the Garter,” says Nikki and refers us to their website to see the entire collection at www.nookii.com.
The Nookii team is an all woman team of designers and staff with the intention of giving the adult market a feminine touch and making it appealing for both men and women. “We wanted to bring class and style to our products and to also take away the old stereotypes associated with adult products. We wanted to make it more acceptable and more mainstream, hence reaching as many men and women as possible,” Nikki explains.
Despite the fact that the adult market is nearing saturation, Nookii defies this with its high quality, elegant design in products and packages and every detail is personally examined by the Nookii team. “We were keen to take our products to the masses, making it available everywhere rather than be associated with the old stereotype image of sex toys. Our Nookii sex tops are unique to Nookii,” Michelle continues. The quality and the innovation of the Nookii toys reflect a woman's understanding of the female internal and external erogenous zones. “We have designed products to hit all the right spots and to give the consumers what they want. We also talk to men and by including this focus group we can find out what men do and don't like about adult toys. We want men to enjoy the Nookii experience too.”
The entire Nookii team is involved in the launch of a new product. It is developed and researched until they are happy with the design and shape of the product. “Once the design is finalized we select the right materials and the colours and then send it off to become a prototype. This is then tested and any necessary alterations are made before being sent off to be manufactured. During this period we work on the marketing, from packaging to promotion,” says Michelle, explaining the whole manufacture process.
They want their products to be used by couples together to enhance communication and the sex interests within a relationship and so all Nookii products include the Nookii Sex Tips. “We aim for strength and harmony within a relationship and the Nookii Sex Tips are a great way to get couples talking and exploring again. Our products are great for bringing confidence through solo use and getting to know your body better.” Their products therefore target anyone who wants to learn about themselves, whether solo or in a relationship, whatever the sexuality. And sexuality, we know, has many facets and catering to this is the art and originality of Nookii. “We provide the tools as maps of foreplay. There is no set result, each person is individual and each experience will be unique. Our products are like a key opening the door to many possibilities on a multitude of sensual interaction. It works through suggestion, delivering diversity, awareness and humour. We believe a key component of good sex is awareness and Nookii gives people an opportunity to learn and explore together.”
Both Nikki and Michelle are convinced that the adult market has been supply-led for years and luckily, this has started to change. Both agree that without consumer feedback they would not be able to give the consumer what he wants. “There is no doubt about it; we found a huge gap in the market. Our products are personal and a memorable experience. We get many lovely letters from people and even if it was a ten minutes session, it stays in their memories as a fond time. We just want our products to get better and better for our customers,” says Nikki enthusiastically.
They believe that the changes in social attitudes and the acceptance towards adult accessories is a matter of mindset marketing, that it always has been and always will be. “There is no doubt attitudes are changing and acceptance is growing, which it should be, as we are all having sex and it's important and as consumers we deserve to know ourselves and our bodies better. Valentines is a wonderful excuse to be loud and proud and communicate the word lover,” Michelle continues.
Their products are suitable for the mainstream market as they are inoffensive and the packaging allows them a place on a high street shelf. “We believe that the presentation of a product is key to whether it can be sold in other markets as it is the packaging that determines where a product can be placed. No one wants to go into a store with their child and be confronted with explicit and open displayed toys and have some difficult explaining to do. Our discreet and beautiful packaging leave no room for embarrassment.”
Women are notoriously concerned about consumer safety and they only use approved materials. “We have seen the choice of materials improve in the past five years and we have been doing likewise. We enjoy meeting the high criteria required for products,” Nikki says.
Their strategy for attracting attention is also interesting as they appeal to the body's largest sexual organ: the brain, rather than relying on design, product reliability, technology, material or price. “We appeal physically to their minds. We literally paint a picture with our packaging and with our messages. We don't over promise or promise a quick fix to anything negative. We are appealing to pure adulterated joy,” Michelle says, explaining the concept of their packaging. After all, it is the packaging that gives the first impression and the first consumer interaction with Nookii. It needs to be strong enough to attract attention and appeal enough for them to pick the product up off the shelf.
Decisions that are made within a few seconds. Michelle and Nikki claim that they sell themselves with each and every one of their products, recognizing the importance of interaction and this is enhanced on their website www.nookii.com. “We have a strong and large community that belongs to the Nookii-Hood. Our community can interact with each other, sharing their experiences and of course, word-of-mouth is important as customers recommend us to their friends and colleagues. We appreciate the value of PR and spreading the word.” They retail through companies that have an understanding of what their customers want and who have a loyal customer base.
They are currently looking for a European distributor as they are convinced that everyone should have Nookii. Nookii is available in sex shops as well as in high street retail stores, doing more business in the non-typical adult shops. “Many new companies order our products for specific holidays such as Christmas, Valentines and so forth, as part of their gift collection. Choosing a retailer depends on what their reach is, their customer base and their understanding of the Nookii experience,” Michelle explains the selection process.
They both agree that the future of the toy market will be determined by the market itself. Adult toys are the largest selling niche product that is not openly discussed. However, the first hurdle is not the consumer but the buyers. As the public become more aware, adult toys are featured more and more often in the mainstream media and as the public do more of their own research with the help of the Internet, they will start to ask for a particular product. “We believe companies will start listening to their customers.” And with that said they admitted that they have exciting new products in the pipeline, after all they want Nookii to be available to everyone in every corner of the globe.