ABOUT MAIL & FEMALE
Mail & Female isn't just a store and mail-order company! In 1988, we set the tone for new standards and images of sex (products) in Europe, from a female perspective. The average sex shop at the time was a collection of dirty magazines and inflatable dolls. The—often—enormous dildos and vibrators were called "artificial penises" and "aids." It was an expression of how women and sex were viewed. A "proper woman doesn't like sex."
FEMALE PERSPECTIVE & RESPONSIBILITY
For us (Hanni Jagtman and Ellen van der Gang), starting Mail & Female was a necessity: things had to change and could be better if women took responsibility for their own sexuality and committed themselves to the sex products that interest them.
WOMEN DO HAVE FEELINGS IN THEIR VAGINAS
You can hardly make us angrier than the claim that women have "no feeling" in their vaginas and that the "G-spot doesn't exist." The woman as a sexually flawed being, with a vagina that serves as a "birth canal," and is therefore insensitive... Tsss
TARZAN
With Tarzan as its icon, Mail & Female would create its own world where sex is associated with freedom, love, and positive feelings. A world where we'll dig deep to learn everything about our bodies and our sexual potential. And honest information about why what works and how.
It was the time of Madonna and we assumed that there must be many women who, like us, wanted to stand up for their own right to sexual pleasure.
MAIL & FEMALE MOTTO
Under our motto: “Enjoy and Let Enjoy” and “Every Girl a Vibrator” we focused on women and the men who love us.
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A female-friendly sex business
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The catalogs in PDF
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History 1988 - 2018
INNOVATIVE & REFRESHING!
Within a few months, Mail & Female was born, and our first act was to create our famous catalog. Never before had such a beautifully designed magazine been presented in this context—of sex! Although we still had few sex toys (due to their poor quality), we already had our own first product: the open-crotch panties made of silk and cotton. Away with the nylon nastiness. We wanted things that, above all, we could enjoy ourselves!
The catalog caused a real sensation. Our open approach to the topic and our refreshing perspective were immediately picked up by the (international) media. The reactions were overwhelmingly positive: "Finally! Why only now?"
THE REST IS HISTORY
Meanwhile—more than 30 years later—sex shops and vibrators have become more friendly and socially mainstream . See the tab alongside for a detailed history.
MAIL & FEMALE THE ORIGINAL
Mail & Female is and remains special. We feel connected to the people around the world who are committed to positive sexuality and the right to experience it as they choose. Mail & Female is also about beautiful and high-quality design. But above all, it's about honest information about sex and the quality products that go with it. For us personally, it's a quest to explore (female) sexuality and give it a voice, a place, and a positive role.
1st Mail & Female Catalog
Mail & Female isn't just a shop and mail order service! In 1988, we were the first retail concept in Europe to offer sex products for and by women. Everything we do is driven by a female perspective—our business approach, the selection of our products, and the way we present them.
Our idea for a female-friendly sex business developed quickly. Within a few months, the first Mail & Female Mail Order Catalog was created.
The catalog was a resounding international success. The original design, photography, and styling of the models were recognized as highly innovative in the sex industry. Our open approach to the topic and our refreshing perspective were picked up by the media, and after a TV appearance on the popular "Sonja on Saturday," the floodgates opened. The whole world seemed to have been waiting for our initiative. The reactions were unanimously positive, and the sigh, "Finally! Why only now...?" was often heard.
While beautiful and innovative, we weren't just interested in the beautiful image and unique design. For us, the initiative began to give our exploration of (our own) female sexuality a voice, a place, and a role. And to contribute to a better world, for which an independent sexuality is a prerequisite.
1992 – 1999
1st Mail & Female store
The success of mail order was followed in 1992 by the opening of the first Mail & Female store. We wanted to offer our customers an accessible and pleasant place with the same atmosphere and look as the catalogs. The store was a small basement on the Amstel River. Although small in size, several important initiatives for the future were launched there.
Our first steps toward a vision of beautiful, meaningful products took flight through our collaboration with Marlies Dekkers. Her now-famous "bare bottom" dress inspired us all. It was inevitable that she would collaborate with Mail & Female to shape her ideas about lingerie and feminine eroticism into collections. The finest example of this collaboration is the Marlies Dekkers collection photographed by Inez van Lamsweerde. In this catalog #4, quality, boldness, and feminine sensuality came together—an absolute highlight.
It's clear that entrepreneurship isn't all about highs. In 1994, Hanni and Ellen decided to go their separate ways. Ellen continued to run the shop on the Amstel, and Hanni continued on her path with Mail & Female. A Mail & Female shop opened on Prinsengracht, and in 1994, a shop in Antwerp was added. It was clear that Mail & Female had become a household name, almost an institution.
For Mail & Female, this was a moment to pause. The most important question was: what is our added value? We saw that the entrepreneurs running the Mail & Female stores were increasingly becoming lingerie shops with "some sex products." Mail & Female therefore decided to let the stores chart their own course. They were continued by enthusiastic women under new names: Stout in Amsterdam and De Erotische Verbeelding in Antwerp. We wanted to find a unique approach, one that would center on female sexuality.
2000 – 2010
The internet was a major development. For us, it was a unique opportunity to communicate with sisters worldwide and share knowledge. The traditional sex trade faced challenges. They saw their "jerk-off products" offered everywhere online, often for free. The industry had to adapt, and what was more obvious than to embrace the theme of "female-friendly" sex shops? Suddenly, everyone became female-friendly, and female-friendly businesses became women.
Mail & Female's response came in 2000. We created our first website with a webshop in our familiar style. And as a grand finale, the latest Mail & Female catalog #6, where "sex" once again took center stage, featuring beautiful photography by Bas Wilders. (Not yet available digitally.) We observed that while some positive changes had occurred in the world over the years, these were mostly a matter of adaptation, and that little was being achieved in terms of high-quality visualization of female sexuality. Mail & Female decided to passionately fight for a place where sex is synonymous with sincerity and quality. To tease the market and our competitors, we now advertised ourselves as "THE ORIGINAL" and "MALE FRIENDLY." Mail & Female's unique position is being further substantiated by the intensification of our "knowledge platform," the Love Academy . We're expanding our knowledge and information sharing, and we're sparking discussions in a fun way through our well-known initiatives like "Trade Your Vibrator" and "Trade Your Porn." Read more about these in the adjacent tab.
With the opening of our store in 2006 in a prominent location in Amsterdam – on the centrally located Weteringcircuit – we are back on the streets and accessible to everyone.
1988 – 2013: MAIL & FEMALE 25 YEARS OF WOMEN'S VOICE ON SEX & TOYS!
With Mail & Female, the world will never be the same. Our ambition remains just as great, our existence just as essential! New steps had already been taken to launch a genuine Mail & Female video on demand .
1988…2018 OCTOBER MAIL & FEMALE CELEBRATES ITS 30TH ANNIVERSARY!
Still alive and kicking . In honor of our 30th anniversary, we're developing the Yoni Matrix . A board game showcasing our insights, knowledge, and expertise from 30 years of female sexuality. The goal is to play, learn, and talk and share experiences with your sisters !
