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Williams Trading Company

Williams Trading, a leading distributor in the adult novelty industry, is gearing up for their 50th anniversary—and it’s going to be a monumental celebration. What started as a side venture for Bob Pyne Sr., a Philadelphia firefighter, has grown into an even hotter enterprise, with a diverse range of products and services tailored to the ever-evolving adult and countercultural markets.

Williams Trading offers an extensive selection of adult novelty items, with approximately 18,000 products in categories ranging from lingerie and fetish items to lubricants and lotions, bachelorette party essentials, CBD products, and even cannabis-inspired pasties. They continually add 50 to 100 new items to their catalog every week, ensuring that their customers have access to the latest and most popular products in the industry.

In addition to major brands such as CalExotics, Pipedream, Blush Novelties, Evolved, and Playboy, Williams Trading also boasts its own in-house brand, Cloud 9 Novelties, with 200 great-selling SKUs.

While Williams Trading is fully equipped for drop-shipping solutions, their primary focus remains on supporting their brick-and-mortar partners. Recognizing the unique challenges and opportunities in the adult retail market, Williams Trading provides specialized support and resources to help independent retailers succeed.

One of their key initiatives is the Williams Trading University, an e-learning training center that provides valuable product knowledge, selling techniques, and merchandising strategies to brick-and-mortar retailers and their staff. With over 6,000 users and 145,000 completed courses, this innovative platform offers convenient and accessible training 24/7.

Scott Dantis, Director of Sales and Marketing at Williams Trading, highlights the importance of education in the category, stating, “Our e-learning courses allow retailers to train their employees with valuable product knowledge that gives them the ability to increase sales. Being that the courses are fully online, it’s a very convenient way to learn.”

As the adult and smoke shop industries continue to evolve, there are opportunities for crossover between the two markets. Williams Trading recognizes this trend and provides curated product recommendations for smoke shops based on their customer demographics, floor space, and location.

Some of the adult categories that mix well with smoke shop products include cannabis-themed sex toys, Action Body arousal gels, novelty items such as Wood Rocket’s weed-themed collectible enamel pins, and titillating games from popular brands like Kheper Games, Little Genie Productions, Ball & Chain, Creative Conceptions, Ozze Creations, and George’s Fun Factory.

Dantis emphasizes the value of Williams’ uniquely discerning ability to guide smoke shops into the adult landscape. “Some smoke shops offer ‘explicit’ adult products, but it’s not what we recommend,” he explains. “Our sales reps are very experienced and knowledgeable about both categories and are able to provide curated product recommendations specifically for smoke shops.”

To support the transition into the realm of adult products, Williams Trading has planogram kits available for certain brands that include toy testers and display holders with security wires, branded shelves with slat wall brackets, and a unique LCD video booklet designed to wow customers.

Having been in the adult industry for a decade, Dantis has witnessed significant advancements and transformations in pleasure products. Manufacturers are constantly improving their products, with higher-quality silicone, enhanced motorized parts, innovative designs, and rechargeable batteries becoming standard features. Couples’ products, designed for use by both men and women during foreplay and sex to enhance the sexual experience, have also emerged as a popular category.

The team at Williams Trading eagerly anticipates the future of the adult novelty products industry. With double-digit growth of the market projected over the next five years, driven by increased exposure through movies, books, and television series, they are excited to continue serving both new and existing customers with the latest and most innovative products.

“Health and wellness is a primary category today in every discount drug store, mass merchants and online marketplaces like Amazon,” Dantis says. “It’s a natural evolution that curated selections of these products would wind up in the smoke channel.”
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