LIBERATOR Inc., a public company - Symbol: LUVU
Liberator is one of the nation’s foremost innovators of sexual health and wellness products: We’ve brought the erotic arts fully into the public realm. We continue to be the thought leaders of our field, and have established a lifestyle brand that’s often imitated, but never duplicated.
Our expansive 140,000 square-foot headquarters sit just outside of the Atlanta, GA perimeter, and consist of offices and production facilities, as well as a distribution center with 15 tractor-trailer docks. The Liberator offices are home to our in-house design, advertising, sales and customer service facilities—all centralized underneath one roof. We employ a multinational staff of 130 workers, all of whom are dedicated to providing the highest quality products to customers around the globe.
Over the last eight years, we’ve worked tirelessly to integrate our products into mainstream tastes. It was slow going at first, but we were eventually granted permission to place our advertising campaigns in magazines that used to be closed off to intimacy-enhancing products. Through the tireless efforts of our CEO and creative department—who understood the vital role sexual well-being plays in overall health—we were able to convince several early adopters that the sexual health and wellness category was a vital and growing market.
We helped publications like Men’s Health, Rolling Stone, Forbes and Cosmopolitan understand the need to bridge the gap between sexual health and traditional sensibilities. As a result of these advertising partnerships, our market penetration of this exciting new category spawned our appearance in two mainstream Hollywood movies: Meet the Fockers and Burn After Reading (starring George Clooney and Brad Pitt). Together, these films generated over $1.5 billion in earnings, with hundreds of millions of views worldwide contributing to the global brand recognition Liberator enjoys today.
One of the things we are most proud of is the dynamic team we’re continuing to build: Liberator is constantly on the hunt for new talent, seeking to bring in the best and brightest artists, the most dedicated craftspeople, and the canniest advertisers to maximize our brand reach and potential. Couple this with our unique business model, and we’re perfectly aligned to compete in the world of global commerce and position our company at the forefront of market trends, continually driving change and innovation within this burgeoning category.
Liberator Bedroom Adventure Gear is a love-style brand; the kind of luxury found when sexual health and wellness meets ingenious design. Liberator has been at the forefront of bringing love-style furniture into the mainstream lifestyle, marking our trailblazing arrival in an industry that had never seen anything like us. Liberator transforms the power of sex into something much deeper—helping couples experience love, liberated.
Our company was born from the work of our founder Louis Friedman, who understood the importance of a holistic approach to mutual intimacy. He knew from personal experience that one of the most important parts of any monogamous relationship is variety, and the willingness to explore and share new sexual ideas and perspectives. Inspired by a magazine article that extolled the endless benefits of pillows during lovemaking, Louis embarked on a research and development odyssey. The end result? Great new angles on lovemaking, and the birth of the Liberator brand.
Liberator gear fuses visionary and modern designs with the highest quality materials, transforming ordinary bedrooms into erotic terrain. Our products employ angles, elevations, curves, textures, environments and motion to help people of all sizes and shapes, including those with back injuries and other medical conditions, find comfortable ways to connect. Our wide range of beautiful, sensual products will help any couple become love artists, with a canvas as broad as their imaginations.
Over eight exceptionally successful years, we’ve evolved into a multinational community of more than 130 workers and artists, all coming together to develop, manufacture and market products that continue to inspire the passions of lovers around the world. As we’ve expanded and developed, we’ve never lost sight of our core mission: helping couples discover new ways to grow and deepen their shared love.
Building a brand is hard work. It takes the efforts of skilled craftspeople and ingenious artists, and a well-oiled management and advertising team to make sure that their work has maximum reach. That’s especially true for Liberator: We couldn’t compete in an established marketplace because our product category didn’t exist yet.
We’re now the first and last word in the erotic arts, but getting there took dedication. In the space of less than a decade, we’ve single-handedly moved this market from obscurity to the international mainstream. That’s been thanks, in large part, to more than $8 million worth of consumer advertising, highlighting the quality, style and brand identity of our iconic and instantly-recognizable products.
Liberator is the thought leader of our market, and we accomplished this by building a brand that offers consumers the perfect bridge between the chic sensibilities of the erotic arts and mainstream tastes. When customers see our products on the shelf, they’ll recall our striking and glamorous ads in magazines like Rolling Stone and Cosmopolitan. Or they might remember how our products were prominently featured in the major Hollywood blockbusters Meet the Fokkers and Burn After Reading. Or, they’ll think back to one of the many write-ups our products have received in major media outlets like the New York Times, Salon and Gawker.
When George Clooney’s character in Burn After Reading broke up with his girlfriend, we witnessed that unforgettable shot of him leaving her apartment with the one thing he wanted to save from the relationship: a Liberator Ramp. We certainly understand the sentiment—from the ultra-sleek packaging to the finished product, the Liberator brand is about self-actualization and enhancing your special bond with your partner. We wouldn’t want to give ours up either.
Our customers know that when they buy Liberator, they’re getting the quality and peace of mind that comes standard with all of our products. They know that they’re joining the Liberator revolution—a new way in approaching mutual intimacy and holistic sexual experiences. They’re not just buying a simple pillow; they’re investing in their relationship, in an exciting and life-changing new way to approach intimacy with their loved one.
By fusing shrewd advertising with discriminating press rollouts, we’ve been able to position the Liberator brand at the forefront of the sex positioning furniture product category. We’re now poised to make the same strides in the sexual health and wellness market, and broaden the reach and scope of the erotic arts to as-yet-untapped demographics.
Vertical integration is one of the main reasons Liberator has been able to position our brand as the nation’s premier manufacturer and seller of erotic wares. It’s also a business model that’s good for the environment, our local economy, our community and our customers.
Most manufacturers and retailers in the sexual health and wellness industry do the bulk of their business with China, through component and product purchasing. Here at Liberator though, we still believe in the power of four simple words: “Made in the U.S.A.” While many companies are moving their operations offshore in the name of cost-benefit and the bottom line, Liberator is investing in our community. Other manufacturers may be happy following the herd, but we blaze our own trail.
By locating design, manufacturing, logistics, and marketing in the same office and factory complex, we exercise start-to-finish oversight and control of all our products—from sketching the initial design on the drawing board until it arrives in your mailbox a few weeks later. We quickly came to appreciate how centralizing the production and distribution of our products makes us nimble and flexible enough to compete globally and drive changes in the market.
You can see examples of vertical integration throughout our site, each and every time we add a new shape to our product lines. Our creative department designs these shapes, right here in our office and manufacturing facility. Our team of highly skilled workers then contours the foam and fabrics on the adjacent factory floor, and the covers are then sewn together using our cutting-edge, conveyer-driven automated Eton sewing line. The product is then handed off to our packaging team, which inspects for quality control and makes sure the product meets our rigorous standards before it’s boxed up and moved to the shipping department, ready for delivery to your door.
Manufacturing sewn goods in the U.S. and caring for our workers, customers and community might not fall in line with the path of least resistance, but we think it’s the right way to do business. Some call it corporate ethics and some call it a responsibility, but at Liberator it’s simply part of our day-to-day operations, which have always been about a responsible, broad-minded approach to ethics, innovation and competition.
Liberator is built around two core assets—our brand and our people—which is part of what makes working here so special. Work can be more than a place you go every day, it should be a place of exploration, creativity, professional growth and interpersonal relationships. It's about being inspired and motivated to achieve extraordinary things. We encourage all of our employees to take pride in their work, and in building brands others love.
After all, it's the combined talents, skills, knowledge, experience and passion of our people that make us who we are. Just as we take pride in our work, we take pride in our workers, and we’re dedicated to knowing their faces and providing them with the opportunity to make a fair, living wage. Our company culture is all about collaboration: From concept and development to merchandising, our associates are honing new ways to share ideas across departments and markets. This helps nurture enthusiasm in our associates about their work, and inspires them to turn plans into action.
We’re a manufacturer of sewn goods, which means we understand the importance of only hiring U.S. citizens, and we strive to hire the best. We employ only the most skilled craftspeople, the shrewdest advertisers, the most visionary artists and creatives, and the most innovative managers. As our company continues to expand, we’ll keep on making improvements to our work environment, some big, some small. It’s all part of our longstanding commitment to everyone who works for us.
Now a public company, we're very excited about introducing a stock program that will incentivize our front office staff through stock options, and our sewers will be included in the program as well. These efforts—and more—are all part of our ongoing dedication to making Liberator a world-class employer.
Most Americans know that recycling is beneficial to the environment—it’s an essential way to conserve our precious natural resources. Recycling also directly reduces the emission of pollutants and greenhouse gases, and decreases the amount of waste in our landfills. So by cutting down on greenhouse gas emissions, recycling ultimately helps control our environmental impact.
Of course, when businesses grow and expand, their carbon footprint tends to grow with them. As citizens of the world, it’s our responsibility to do our part to minimize our environmental impact. At Liberator, we take this challenge very seriously, and are constantly innovating new ways to be a clean and green manufacturing company with an eye towards responsible environmental stewardship.
One part of our environmentally-friendly business method hearkens back to a familiar mantra: Reduce, Reuse and Recycle. Rather than simply discarding the material left over from our foam contouring operation, we recycle and reuse that byproduct in the manufacture of other items in our vast product line. In the process, we reduce the energy used to manufacture new material, saving space in already-overcrowded landfills.
In addition to our recycling programs, our vertically integrated business model is inherently environmentally friendly as well—it’s a manufacturing process that’s designed to maximize efficiency and minimize waste. This production method is one of the most efficient ways for companies to drastically reduce their carbon footprint. We accomplish this by producing many component pieces in one centralized facility, reducing our reliance on external manufacturers.
This eliminates the need to employ a fleet of tractor-trailers, steamships and air freighters to transport materials around the country, reducing our reliance on fossil fuels. In turn, this reduces the carbon emissions produced during a product’s manufacturing life cycle. As we continue to look towards the future and strive for a harmonic coexistence between business and the environment, we pledge to continue our environmental stewardship efforts.