Strict Standards: Redefining already defined constructor for class wpdb in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/wp-db.php on line 49

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Strict Standards: Redefining already defined constructor for class WP_Object_Cache in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/cache.php on line 403

Strict Standards: Declaration of Walker_Page::start_lvl() should be compatible with Walker::start_lvl($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 537

Strict Standards: Declaration of Walker_Page::end_lvl() should be compatible with Walker::end_lvl($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 537

Strict Standards: Declaration of Walker_Page::start_el() should be compatible with Walker::start_el($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 537

Strict Standards: Declaration of Walker_Page::end_el() should be compatible with Walker::end_el($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 537

Strict Standards: Declaration of Walker_PageDropdown::start_el() should be compatible with Walker::start_el($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 556

Strict Standards: Declaration of Walker_Category::start_lvl() should be compatible with Walker::start_lvl($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 652

Strict Standards: Declaration of Walker_Category::end_lvl() should be compatible with Walker::end_lvl($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 652

Strict Standards: Declaration of Walker_Category::start_el() should be compatible with Walker::start_el($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 652

Strict Standards: Declaration of Walker_Category::end_el() should be compatible with Walker::end_el($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 652

Strict Standards: Declaration of Walker_CategoryDropdown::start_el() should be compatible with Walker::start_el($output) in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/classes.php on line 677

Deprecated: Assigning the return value of new by reference is deprecated in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/query.php on line 15

Deprecated: Assigning the return value of new by reference is deprecated in /home/forumcoq/blog.coquinscoquines.ch/wp-includes/theme.php on line 505
Le blog coquin » Sex Toys- Lovely Planet, le septième ciel …
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Sex Toys- Lovely Planet, le septième ciel …

Coquins Coquines on oct 23rd 2009 10:45


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DSC_0376.jpgSource : Innovation- Article de Fabienne Berthet.

Lovely Planet une entreprise marseillaise a fait de la création et de la distribution de sex toys designs et ergonomiques, un marché très porteur. Positionnée sur le créneau de l’érotisme féminin, la société a développé une gamme de lingerie et d’accessoires “ludiques”. Avec une règle d’or, vendre des produits différents dans des lieux inédits.

Lovely Planet un vocable large pour une entreprise dont les activités le sont y tout autant. Basé à Marseille, ce grossiste, distributeur de sex-toys, de lingerie, de produits pour le corps, de jeux et d’accessoires glamour, est aujourd’hui le leader incontesté d’un marché en pleine croissance. Aux manettes, Nicolas Busnel un ancien de la com, qui a senti le vent venir. Des projets plein la tête, celui-là parmi d’autres, il a décidé d’explorer plus à fond le marché très émergent des sex toys « longtemps réservé au business du sexe et aux sex shops, il n’existait aucun produit à la fois ludique, design et ergonomique, joli, agréable à regarder et en même temps très fonctionnel  ». Sans modèle économique sur lequel s’appuyer sur ce créneau de l’érotisme féminin glamour, Nicolas Busnel a créé de toutes pièces, le concept de Lovely Planet en génèse depuis 2002. Et ça marche ! La société marseillaise connaît depuis quelques années une croissance à deux chiffres. Avec un CA qui augmente de quasiment 20 % par an et va s’élever à 6 millions d’euros en 2009 (5,2 millions d’euros en 2008) et un nombre de salariés qui a grimpé de 3 à 25 en deux ans.

Créer un marché

La stratégie est simple : vendre des produits différents dans des lieux inédits pour les sex toys, soit Monoprix, Sephora, la Redoute et les 3 Suisses, entre autres. Avec une règle d’or, réaliser des objets, accessoires et pièces de lingerie à mille lieux de ce qu’on trouve dans le sex business et répondant à des normes sanitaires drastiques. Une innovation en la matière. Lovely Planet décline ses modèles, détient 5 marques en propre et en distribue une bonne trentaine telles Fun Factory, Big Teaze Toys, B3, Lelo, PVibe, Late Chocolate, Soju, Jimmy Jane, Je Joue, We Vibe, Lovemoiselle, OhMiBod, Nexus, Nookii, Twisted Products, Njoy,…Avec une gamme élargie allant de la lingerie aux accessoires et sex toys plus ou moins technologiques réalisés le plus souvent en silicone mais parfois en acier chirurgical. L’aspect high tech n’est pas indifférent, tel Zoon un produit haut de gamme de la marque Igen, pilotable via internet. « Ca reste un produit élitiste et assez coûteux à 199 euros » évoque Nicolas Busnel. Plus démocratique, à 59 euros, le sex toy, « Cry baby » commercialisé sous la marque Love to Love fonctionne avec une télécommande sur une distance de 30 mètres. C’est l’un des objets les plus vendus. La preuve aussi que le marché se démocratise et a rencontré un vrai écho auprès d’une cible composée en majorité de femmes (56 %) et dont l’âge moyen est 35 ans. “La question n’est plus de savoir si on achète un sex toy mais lequel” explique Nicolas Busnel. Raison du succès, les contrefaçons se multiplient. Du coup, Lovely Planet fait le pari de l’exigence et des normes pour faire la différence. « On n’est plus vraiment dans l’artisanat pas encore dans l’industrie ». Et la crise ? Oui Lovely Planet l’a senti, réduisant la progression de son CA de 25 à 20%. « On a reporté certains investissements, mis en stand by quelques projets”, ce qui n’empêche pas la petite société marseillaise d’être reconnue dans le monde entier. Elle vient d’être contactée par une grosse boite de production de film hollywoodienne pour créer un sex toy spécifique. « Ce serait la star du film mais ce n’est encore qu’un projet. On travaille à le rendre concret ».

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