How we created 'the Amazon of sex toys'

Richard Longhurst and Neal Slateford started their online business selling sex toys after taking redundancy from their publishing jobs. A decade later and they've expanded into manufacturing their own products.

"It was either cross stitching or sex toys we could see massive potential in both." Richard Longhurst (pictured, on the left) and Neal Slateford (right) met at Future Publishing Slateford worked on websites and Longhurst was a magazine editor. They had "always talked about combining our skills to create an e-commerce business". When Future offered them voluntary redundancy in 2000, "it was time to get started". Their decision? "We wanted to be the Amazon of sex toys."

First they needed a commercial edge. "We wanted something that wasn't easily available on the high street and had limited online competition." Most existing websites "weren't very professional".

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James McKeigue

James graduated from Keele University with a BA (Hons) in English literature and history, and has a certificate in journalism from the NCTJ. James has worked as a freelance journalist in various Latin American countries.He also had a spell at ITV, as welll as wring for Television Business International and covering the European equity markets for the Forbes.com London bureau. James has travelled extensively in emerging markets, reporting for international energy magazines such as Oil and Gas Investor, and institutional publications such as the Commonwealth Business Environment Report. He is currently the managing editor of LatAm INVESTOR, the UK's only Latin American finance magazine.