Sexuality and pleasure are slowly shedding their taboo label, but there is still a long way to go. Platanomelón, a Barcelona-based company dedicated to the design and sale of erotic toys, knows this well. Founded in 2014, they have seen it all. From suppliers who didn't want to work for them or banks that wouldn't provide them with financing because they were a company in the erotic sector, to universities that didn't want to send them interns. "We've always taken it with humor," summarizes its CEO and founder, Anna Boldú. Luckily, over all these years, things have changed.
Platanomelón was born in the midst of the Fifty Shades of Grey boom, a phenomenon that served to awaken curiosity in many people. At that time, Boldú recalls, the aesthetic that predominated in erotic stores could alienate many, with an abundance of neon lights and leather, but since then new proposals have emerged, like that of her company, which have shown that "sexuality can be colorful, fun, and healthy."
The company, based in Pier 01 of Port Vell, bases its model on developing and manufacturing its own erotic toys, having already created more than 250 references, to which 60 more will be added this year. Their products are designed for anyone, regardless of gender, and must be "pleasant, quality, and something you want to have." For those who are not familiar with the topic, they should know that it's no longer just about vibrators, and there are also suckers, masturbators, vibrating rings, and much more.
They are mainly marketed through their website, but can also be purchased from other distributors, such as El Corte Inglés, Amazon, or FNAC. In addition, at Platanomelón, other brands can be found ---30% of the total---, such as the classic Satisfyer. And it not only sells erotic toys, but also includes other products, such as lingerie or menstrual cups and panties. According to the company, controlling the entire production chain allows them to offer more competitive prices.
To date, they have registered one million orders ---sent discreetly---, with annual growth of more than 10%. In 2021, they invoiced 19.7 million euros. For this fiscal year, they expect to reach 25 million euros, with an increasing weight from Mexico, the second market in which they have started to operate after consolidating in Spain. Since 2019, they have been profitable.
With the aim of strengthening the relationship with its customers, Platanomelón will launch a collective investment round on Crowdcube this week. They hope to reach the community that has been generated around their products, including customers and followers, which they estimate at four million people. This is a strategy already followed by other companies such as Heura, which managed to raise four million euros from 4,500 investors in just twelve hours. Boldú points out that they have not set a maximum amount of funding they want to raise with the crowdfunding campaign and have only set the minimum requested by Crowdcube, which is 150,000 euros. Interested parties can invest from Wednesday from 10 euros up to 100,000 euros, thus acquiring a share of the company's capital.
Platanomelón opts for a strategy already followed by companies like Heura, which managed to raise four million from 4,500 investorsThe resources will be allocated to the internationalization of their products, with a focus on Latin America. They will also be used for R&D, launching new products, which are created based on the needs expressed by their customers and the trends they detect. But there will not only be new products. Since its creation, Platanomelón has been generating a large amount of content to normalize and bring the use of sex toys closer to everyone, with an internal sexology team that has been responsible for making it easy to understand and approachable. Now, they will consider whether to start offering sexology services. With a workforce of about 100 employees, the round will serve to grow the team, efforts that are now concentrated in Mexico.
The round that Platanomelón will launch this week will not be the first. The company does not disclose the amount of funding it has raised so far, but it does disclose the support it has received. The company has been co-founded by Antai Venture Builder, the factory of new digital businesses led by Miguel Vicente and Gerard Olivé. Sabadell Venture Capital and Extension Fund, a debt fund launched at the end of 2021 by Antai and Riva y García, have also invested in the company.