Luvu Brands, Inc.

Luvu Brands, Inc.

Overview

• Designs, manufactures, and markets a portfolio of consumer lifestyle brands through its own websites, online mass merchants, and specialty retail stores worldwide.
• Brands include Liberator® (intimacy and sexual wellness products), Jaxx® (casual seating, including beanbags and foam furniture), and Avana® (sleep and relaxation products).
• Vertically integrated manufacturing at a 140,000-square-foot facility in Atlanta, Georgia. Products are often flat-packed and vacuum-compressed to save on shipping and reduce carbon footprint.
• Headquarters and executive offices: 2745 Bankers Industrial Dr., Atlanta, GA 30360.
• Primary websites: liberator.com, jaxxliving.com, avanacomfort.com; corporate site: www.LuvuBrands.com.

Brands and Products

• Liberator
  • "Liberator Bedroom Adventure Gear" featuring foam-based shapes (Liberator Shapes) and large vacuum-compressed lounge designs (Love Loungers, Tantric, Yoga Chaises).
  • Shapes use foam cores with tight polyester shells; some models include a proprietary microfiber cover to prevent slipping.
  • Large designs include tufted cushions with various fabric coverings (Esse Chaise, Equus Wave, Prelude Bench, Zeppelin line).
  • Sold through wholesale channels (adult/female-friendly retailers, e-tailers, mail order, distributors) and direct-to-consumer via Liberator.com.
• Jaxx
  • Contemporary casual indoor/outdoor seating, including bean bags and modular fabric options.
  • Provides private label and custom designs for Foamlabs.
  • Sold direct-to-consumer at JaxxLiving.com and through modern furniture e-tailers, mass marketers, specialty retailers, interior designers, schools/daycare, and retail stores.
• Avana
  • Top-of-bed comfort products (pillows and supports) designed for sleep, meditation, and relaxation.
  • Marketed for medical and sleep-related relief.
  • Sold through e-merchants (including Amazon and Walmart), medical distributors, specialty e-tailers, and AvanaComfort.com.

Markets, Channels, and Customers

• Wholesale and distribution operated across four primary channels: adult/female-friendly retailers and specialty boutiques, e-tailers, mail order catalogers, and wholesale distributors. Presence in about 1,000 retail locations/websites in the U.S. and Canada.
• Direct-to-consumer sales via company-operated e-commerce sites (Liberator.com, Jaxxliving.com, AvanaComfort.com) and a B2B ordering/tracking site.
• Major customer concentration: Amazon accounted for 36% of net sales in the year ended June 30, 2026, and 34% in the year ended June 30, 2025.
• International sales use a direct model for Canada and the EU, with orders filled through an exclusive Germany-based distributor or from Atlanta facilities.

Operations and Supply

• In-house, vertically integrated manufacturing with CAD-controlled fabric and foam equipment; some high-volume sewing is outsourced to a contract facility in Mexico.
• Over 4,000 pounds of polyurethane foam trim are repurposed daily.
• Raw materials sourced from multiple domestic and foreign suppliers; some materials are sole or primary sources while dual sourcing is used where practical. No long-term supply contracts with suppliers.
• Packaging and manufacturing practices focus on waste reduction, foam repurposing, and vacuum compression to reduce freight and packaging use.

Intellectual Property

• Liberator is a registered trademark in the U.S. and internationally.
• Approximately 20 other product names/trademarks, including Bedroom Adventure Gear, Ramp, Wedge, Stage, Esse, Zeppelin, Hipster, Wing, Equus, Jaxx, Avana, and Bonbon.

People and Governance

• Employees: 189 full-time and 1 part-time as of June 30, 2026.
• No union representation reported.
• Board and executive structure: board consists of a single director, Louis Friedman, who is also CEO, President, Chairman, and controlling shareholder. There are no independent directors, no separate audit/compensation/nominating committees, and no audit committee financial expert.

Real Estate

• Owns a 140,000-square-foot facility on eight acres in the Atlanta area housing manufacturing, distribution, sales/marketing, product development, call center, and administrative offices.
• Lease details: a 56-month lease dated November 7, 2025, with four months of rent abatement beginning March 1, 2027. Base rent starts at $58,053 monthly (escalating 3% to Feb 2027) and rises to $83,250 monthly from March 1, 2027 with 3.5% annual increases. Estimated proportional share of project expenses and taxes is $23,421 per month.
• Rent expense: $728,419 for the twelve months ended June 30, 2026; $652,752 for the twelve months ended June 30, 2025.

Legal and Risk Factors

• Subject to customs, truth-in-advertising, consumer protection, and related laws; actively monitors regulatory changes.
• Maintains a multi-layer cybersecurity risk management program with board oversight, ongoing investments in security controls, and third-party risk management.
• Key risks include rising raw material and shipping costs, supply chain disruptions, reliance on major customers (Amazon), competition, and a concentrated governance and control structure.

Legal Proceedings

• No material pending legal or governmental proceedings relating to the company or its properties, and no material proceedings involving directors, executive officers, or affiliates adverse to the company.