Alicante based Diversual.com, a company focused on online sales and production of erotic toys, began its international expansion by establishing a new operation center outside Spain, with France as the initial focus. The venture is led by Fernando Martínez and Puria Shahdoost-Rad, and the headquarters remains in Sant Joan d’Alacant. The project started several years ago with a cautious expansion plan and has grown to a turnover of around 6 million euros, with an expectation of 15 percent growth by the end of 2023.
The expansion into France includes more than simply launching a dedicated website for the market. It also involves establishing a physical warehouse to enable 24 hour delivery, complementing the existing operations in Spain. Diversual currently employs a team of more than 44 people who oversee operations and promotional activities, with capabilities that extend across the broader European footprint.
Martínez notes that French consumer trends in sex toy purchases mirror those observed in Spain. The company has seen a notable portion of orders originate from France since the project began. Following extensive market research and a close look at consumer behavior, Diversual identified France as a promising market that benefits from geographic proximity and a receptive audience. The move aligns with the company’s strategy to provide seamless access to its products across nearby markets while maintaining a strong local presence.
orders
France already accounts for a substantial share of Diversual’s orders processed from the Sant Joan d’Alacant warehouse, representing about 30 percent of shipments to the market. An additional factor contributing to the choice of France is the region’s strong purchasing power. The typical cart value in France is around €80 per order, compared with roughly €43 for other markets in which Diversual operates.
The appeal of Diversual’s product line lies in its own design and production capabilities under the company’s brand. In France, these advantages weighed heavily in the decision to pursue a more robust domestic presence. Martínez emphasizes that the products are competitive on price when compared with local competitors, while also delivering the quality and range that customers expect from a recognized brand.
Martínez attributes the French market’s appeal to a culture that is open to adult products and a level of comfort with these items that makes the market feel welcoming. The country’s geographic proximity further supported the decision to broaden Diversual’s international footprint, reinforcing the trajectory of the company’s expansion plan and its ongoing commitment to serving customers across nearby European markets.