This time I talked with Damjan Muhvič from the online store World of Erotica, known in Slovenia for one of the largest and best-organized offers of erotic accessories. Today, the store offers more than 8,000 products, covering everything from stimulation aids, gift sets, and erotic lingerie to drugstore products and products for male sexual power.
Our collaboration with Damjan began when he contacted us due to technical issues on the existing online store. Together, we took care of the visual redesign, operational optimization, and improvement of the user experience. The result is an online store that is faster, clearer, and even more discreet for customers — which is crucial in this industry.
In the interview below, Damjan spoke candidly about the beginnings of the business, the most challenging issues, assortment choices, current trends, and the vision for the future of the store.
His answers testify to perseverance, a thoughtful approach to the offer, and a focus on customer trust.
How did your story with the erotic store begin?
Our story began in 2008 when we launched the first version of the online store sveterotike.si. At that time, there were very few providers on the Slovenian market, the offer of erotic products was limited, and the prices were extremely high. Moreover, online sales were at a completely different level than today — people trusted the internet less, purchasing processes were not optimized, and the user experience was far from today's standards.
This combination — lack of supply, high prices, and poorly developed online sales — motivated me to create something of my own. We saw an opportunity to offer something better: discreet shopping, friendly prices, quality products, and above all, a store where the customer is the center of attention. Thus, World of Erotica was born, initially as a small project, which grew and developed year by year and today represents one of the most recognizable sex shops in Slovenia.
What challenges did you face at the beginning of the business?
At the beginning, one of the biggest challenges was certainly trust — both on the part of customers and suppliers. People were still quite reserved about online shopping, so it was important to create a sense of security, discretion, and professionalism.
Another major challenge was product procurement. At that time, there were very few manufacturers of erotic accessories, so the offer was limited, and the quality varied greatly. Acquiring credible suppliers who could provide quality products at a reasonable price was a lengthy process. We searched worldwide — from the USA, Germany, EU, UK to Asia — and continuously checked materials, certificates, and partner reliability.
Additionally, the logistics processes and import of erotic products were much more complicated than today, so every step required a lot of adaptation. Nevertheless, it was precisely this perseverance that helped us lay the foundations for a store that today is based on quality, good support, and long-term partnerships.
How would you describe your offer and what distinguishes you most from the competition?
I would describe our offer as thoughtful, quality, and focused on the real needs of customers. In World of Erotica, we do not bet on quantity but on the selection of the best products that have an excellent price-to-quality ratio. We want the customer to get the most for their money — safe materials, reliable operation, transparent information, and a product with which the customer will be satisfied and will return to our store next time.
What sets us apart from the competition the most is our personal approach and long-term vision. We work on trust: customers return to us because they had a good experience, because they received honest information, and because they know that with us they get what is promised. In every description, we strive to explain the functions, use, safety aspects, and real advantages of the product.
We also place great emphasis on fast and affordable delivery — we strive to have most products actually in stock, so orders are shipped extremely quickly, often the same day. This way, the customer receives the product in the shortest possible time, which greatly improves the overall shopping experience.
In short: our offer includes only verified and trustworthy products, supported by excellent price/quality ratio, expertise, and fast delivery.
How do you decide which products to include in the offer?
When choosing products, we always start with the basics — material safety, quality of workmanship, and reliability of operation. Only when a product or brand passes these criteria does the next key condition come into play: an excellent price-to-quality ratio. The customer must receive the most for their money, so we choose only products where the quality truly justifies the price and where the customer will get the most for their money.
In addition, I monitor customer feedback, market trends, and the long-term reliability of individual manufacturers. I do not want to include anything in the offer that is not verified or that could disappoint. We prefer a somewhat narrower range, but one that we can completely trust.
When we combine quality, safety, functionality, and a fair price, we get a product that is truly worth offering to our customers. This is the philosophy that has guided us from the very beginning.
How important is the online store for your business?
Extremely important — in fact, it is the foundation of the entire business. Today, customers want a discreet, fast, and reliable purchase, which our online store enables. We strive to make the user experience as clear as possible, so that the customer can easily find the right information, the right sizes, the right functions, and feel safe at all times.
Which products or categories are currently the most popular?
In recent years, clitoral stimulators, dual-action vibrators (Rabbit vibrators), massagers, anal accessories, and toys for couples have dominated. We also see a significant increase in men's toys, such as masturbators, prostate stimulators, and penis rings. The drugstore category is also very popular, with bestsellers being lubricants, massage oils, condoms, and products for male sexual power and ejaculation delay. Among couples, gift sets and erotic lingerie are extremely popular, as they create a slightly different, playful energy in the bedroom.
Do you notice any new trends in the world of erotic products?
In recent years, there has been a significant shift towards technology, smart functions, and more thoughtful design. Toys are becoming quieter, more powerful, more ergonomic, and made from increasingly better, body-friendly materials. Management via apps, synchronization with music, control via phone, and various interactive functions that add a whole new dimension to intimacy are advancing greatly.
There are also more and more discreet “mini” models that offer surprising power, and toys for couples designed for joint use.
Moreover, there is enormous competition among manufacturers of erotic accessories. Everyone wants to bring something new, interesting, and innovative to the market — something that is not yet available. Therefore, we constantly see fresh ideas, new technologies, and improvements that allow customers better, more comfortable, and more intuitive use. And it is precisely this competitiveness among manufacturers that brings end users increasingly better products.
What are your goals and vision for the future of the store?
Our vision is focused on growth, development, and even better customer support. If economic conditions are favorable, we plan to open a physical store — first a larger, modernly designed store in Ljubljana, where we could offer customers an even more personal experience, the possibility to view products live, and expert advice on site.
At the same time, we want to remain true to our core values: to continue offering customers quality, safe, and tested products at affordable prices, to expand the offer with new reliable brands, and to operate honestly, transparently, and conscientiously.
In the long term, we want World of Erotica to remain a store that people trust — both because of the quality offer and because of the genuine relationship, respect, and consistency. Our goal is not just to sell products, but to create a space where customers feel relaxed, supported, and understood.
Visit the sex shop World of Erotica and see for yourself why their products are so popular among customers all over Slovenia.
