Electric Novelties' Big Bet: Why Rob Phaneuf's Move Changes the Game

Sarah Miller · 2026-09-07

Electric Novelties just made a move that's turning heads in the adult retail world. They've brought on Rob Phaneuf, a 25-year veteran of the industry, as their new Vice President of Sales & Marketing. And if you know anything about Phaneuf's track record, you know this isn't just another executive shuffle. ### Who Is Rob Phaneuf? Phaneuf isn't new to the adult industry. He's been in the trenches for over two decades, most recently as Director of Sales and Marketing at XR Brands. Before that, he spent more than 20 years at Pipedream Products, where he wore multiple hats in sales and product development. His reputation? He's the guy who can take a product idea and turn it into a retail success story. He's built strong relationships with major distributors and retailers, and he's known for sales strategies that actually move the needle. - Named Business Development Executive of the Year in 2018 - Nominated for Marketing Executive of the Year in 2025 - Nominated for Businessman of the Year in 2026 That's not just a resume—that's a pattern of delivering results. ### What He'll Be Doing at Electric In his new role, Phaneuf will lead sales strategy, team development, key-account growth, and new business initiatives. But he's also tasked with something bigger: expanding into new product categories and leveraging Electric's manufacturing capabilities to accelerate original product development. He'll be working closely with the leadership team and the existing sales force to strengthen account penetration, revive dormant business, and bring a more data-driven approach to sales. And he'll be tapping into Electric's long-standing factory relationships to pursue private-label opportunities and build a consistent innovation pipeline. ### Why This Matters Electric Novelties already has a solid foundation: strong customer relationships, experienced salespeople, established brands, and proven manufacturing capabilities. But Phaneuf sees even more potential. "What really drew me to this opportunity is the strength of Electric's factory relationships and what we can create through them," Phaneuf said. "The infrastructure and connections are already there; now it's about unlocking their full potential. My goal is to help take Electric to an entirely new level – from a company that follows established categories to one that creates them." That's a bold vision. But if anyone can pull it off, it's Phaneuf. He's not just talking about selling more products—he's talking about building brands and bringing customers ideas they haven't seen before. ### The Industry Reacts Adam Hasner, Senior Sales Executive at Electric Novelties, is clearly excited about the hire. "Rob brings an incredible amount of experience, energy and creativity to Electric," Hasner said. "He knows how to connect with customers, build excitement around products and turn ideas into business. I'm looking forward to working alongside him – and customers should get ready because the Rob and Hasner Show will soon be coming to a town near you." That last part? That's not just a quip. It's a signal that Electric is planning to make some noise. ### What's Next? Phaneuf's appointment is effective immediately. So what can we expect? For starters, a renewed focus on original product development and private-label opportunities. Electric wants to be an innovator, not a follower. And with Phaneuf at the helm of sales and marketing, they're positioning themselves to do exactly that. The adult retail market is more competitive than ever. Companies that can't innovate get left behind. But Electric is making it clear they intend to lead, not follow. And with Phaneuf's track record, that's a bet worth watching. One thing's for sure: the Rob and Hasner Show is just getting started. And the industry is going to be watching closely.