Electric Novelties' Bold Hire Signals a New Era for Adult Retail

David Wilson · 2026-09-07

### A Veteran Takes the Reins Electric Novelties just made a move that's got the adult retail world buzzing. They've brought in Rob Phaneuf, a 25-year industry veteran, as their new Vice President of Sales & Marketing. And if you've been around this business long enough, you know that name. Phaneuf isn't just another executive shuffling between companies—he's the kind of guy who rolls up his sleeves and gets things done. So why does this matter to you? Because when a company like Electric Novelties makes a hire like this, it usually means big changes are coming. And those changes could shake up what you see on shelves and in your favorite online stores. ### Who Is Rob Phaneuf? Let's rewind a bit. Phaneuf spent over two decades at Pipedream Products, where he climbed the ranks in sales and product development. Then he moved to XR Brands as Director of Sales and Marketing. Along the way, he picked up a reputation for turning product ideas into retail success stories. He's not just about spreadsheets and quotas—he's about building relationships with distributors and retailers, and making sure the products actually sell. And the industry has noticed. In 2018, he was named Business Development Executive of the Year. More recently, he was nominated for Marketing Executive of the Year in 2025 and Businessman of the Year in 2026. That's not just a resume filler; that's a track record. ### What He'll Be Doing at Electric At Electric, Phaneuf will be leading sales strategy, team development, and key-account growth. But he's also tasked with something bigger: reviving dormant business and creating a more data-driven approach to sales. In plain English, he's going to use numbers to figure out what's working and what's not, then double down on the winners. But here's the part that's really interesting. He's also going to leverage Electric's manufacturing capabilities and factory relationships to speed up original product development. That means more new products, more private-label opportunities, and a steadier pipeline of innovation. In a market that sometimes feels flooded with the same old stuff, that's a breath of fresh air. > "My goal is to help take Electric to an entirely new level – from a company that follows established categories to one that creates them." – Rob Phaneuf That quote says it all. He's not interested in playing catch-up; he wants to set the pace. ### The Industry Reacts Adam Hasner, Senior Sales Executive at Electric Novelties, couldn't be more excited. "Rob brings an incredible amount of experience, energy and creativity to Electric," he said. "He knows how to connect with customers, build excitement around products and turn ideas into business." And then he added with a laugh, "Customers should get ready because the Rob and Hasner Show will soon be coming to a town near you." That kind of enthusiasm is contagious. And it hints at a company culture that's ready to shake things up. ### What This Means for You If you're a retailer, distributor, or just someone who follows the adult industry, this hire is worth watching. Phaneuf's track record suggests he's not going to sit around. Expect to see new products, refreshed branding, and a more aggressive sales push. And if you're a consumer, that could mean more variety and better quality on the shelves. Electric Novelties already has strong customer relationships, experienced salespeople, and established brands. With Phaneuf at the helm of sales and marketing, they're aiming to become a true innovation leader. It's a bold goal, but if anyone can pull it off, it's him. The appointment is effective immediately. So keep your eyes peeled—the Rob and Hasner Show is just getting started.