Newcomer with Old-timers
The recently founded start-up company ProLatex Ltd., based in London and geared towards the UK market, is managed by Tony, a seasoned Swiss rubber enthusiast with 40 years of experience in the international fetish world. After his early retirement as US travel executive, he teamed up with the well established German fetish manufacturer LATEXA GmbH to open new distribution channels for their extensive line-up of quality latex fashion and bizarre rubber gear.
The connection between the Latexa brand and its contracted UK partner goes back to the early 1980ies, when Tony emigrated to the New York area and started - in tandem with the famous Mistress MIR - to import fetish wear in North America via Eccentric Fashion, one of the pioneers among early fetish distributors. Finally, he turned his lifetime “hobby” into a new business venture, after realizing that there is not a single UK fetish outlet offering the entire range of close to 500 different Latexa products, neither in stores nor online - an opportunity to fill a market niche in a mid-range with a very attractive price-quality ratio.
Mission and primary Focus
The mission of this new rubber fetish distributor is stated accordingly, says Tony, who developed a comprehensive business plan: “ProLatex focuses on the Latexa brand with its excellent reputation in the Fetish world to match our commitment and dedication to provide customer satisfaction. With Latexa’s advanced production technologies and its strong logistics setup, we can offer high quality products in a short time at attractive prices.” At least during the first year of operation, there are no intentions to open a showroom or a retail store in the London area.
The primary focus will be on direct online distribution but also on developing a personalized service to cater to the needs of established Rubber Mistresses with own studios and related web sites. ProLatex will also take part regularly at some of the monthly fetish fairs in the London area to test the market with special sample sales. Furthermore, it has already been decided to participate as exhibitor - jointly with the partner LATEXA - at the SkinTwo Expo LAM Special in conjunction with the 2008 Rubberball weekend in early September as well as at the London Fetish weekend & Xpo @ the Barbican between October 2 & 6, 2008.