Magic X
| Magic X Retail AG
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|---|---|
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| legal form | Corporation |
| founding | 1991 |
| Seat | Winterthur , Switzerland |
| Number of employees | 120 (2015) |
| Branch | Retail, mail order, manufacturing |
| Website | magic-x.com |
Magic X is a dealer in sex toys and erotic products.
history
The company was founded in 1991 in Winterthur under the name Beate Uhse Erotic Trends AG. The company was the exclusive licensee of Beate Uhse AG in Switzerland for 16 years and has set up 35 branches during this time. In addition to the stationary trade, the mail order business is another pillar of the company.
In 2005, the company decided to terminate the contract with Beate Uhse and to refrain from using the brand in the future. The company renamed “Magic X Retail AG”. At the same time, Magic X began expanding in Germany. In 2007 the 6th branch was opened there. Magic X is the market leader in adult retail in Switzerland and, with 31 branches, has almost twice as many locations as its largest competitor.
Own products
Magic X describes itself as an "erotic lifestyle provider". Couples and women are named as the most important target group. The company presents itself as a provider whose range should include all aspects of sexuality. This means that at Magic X there are also scented candles and massage oils on the shelf.
In 2006 Magic X started manufacturing a line of in-house products. First a collection of lingerie was developed, today Magic X offers condoms , lubricants , massage oil, lingerie , sex toys and advice DVDs under its own name.
The company's headquarters are located in Winterthur. A team of around 25 employees manages the various subsidiaries, shipping and stationary retail in Switzerland and Germany. Around 95 other employees work in sales and in the logistics center of the mail order company.
Web links
Individual evidence
- ↑ Information on sales in the Swiss erotic industry ( memento of February 4, 2009 in the Internet Archive ), Blick , August 25, 2007