XBIZ Women in Adult is highlighting Chilean entrepreneur Jane Morgan, founder of the adult retail chain Japi Jane, for her contributions to the adult industry in South America. Morgan's efforts have focused on legitimizing and expanding the pleasure product market in Chile, particularly in a region historically marked by religious conservatism.

Japi Jane's Growth and Market Adaptation

Jane Morgan established Japi Jane with the aim of promoting sex positivity in Chile. Initially, Morgan faced challenges in legitimizing her business, at one point operating from a private apartment complex without a traditional storefront. Japi Jane has since expanded to include two brick-and-mortar stores located in centralized areas. These stores are described as brightly lit and sophisticated, attracting customers who openly purchase sex toys.

Morgan discussed Japi Jane's performance in 2022, noting that while online sales for e-commerce businesses saw a decline of up to 40% in 2022, Japi Jane invested in a new physical store that opened in February 2021. This strategy allowed the company to balance the decrease in online sales with increased sales at its physical locations. Morgan stated her belief that consumers would seek in-person experiences post-COVID, and that a well-designed adult store offering personalized attention provides a meaningful retail experience. This approach has yielded positive results for the company.

Japi Jane will mark its 16th anniversary in November 2022. The company has grown from a solopreneurship to an organization with 35 employees, two physical stores, and an e-commerce channel. Until recently, Morgan held three roles: owner, general manager, and the public face/spokesperson for the company as a sexpert in Chilean media. In June 2022, Morgan hired a general manager and established a board of directors, with herself as president of the board. This shift allows her to oversee and guide the business without direct involvement in daily operations. Morgan plans to focus on new business development, private-label lines, expansion into other Latin American countries, and creating educational content as a spokesperson to position the brand.

Navigating the South American Market

Morgan provided insight into the pleasure retail landscape in Chile and other predominantly Catholic Latin American countries. She noted that sex toys are often referred to as "consoladores" or "consolers," carrying a negative connotation implying sadness or loneliness. Morgan has worked for 16 years to change this perception and vocabulary. She observed a significant shift in the attitudes of everyday Chileans over the past decade. When Japi Jane first opened, customers would often conceal themselves with dark glasses and request black bags for their purchases. Now, groups of friends visit the stores, take photos with their purchases for social media, and request Japi Jane-branded bags.

Fifteen years ago, Morgan's rental applications were frequently rejected, leading her first store to be located in a first-floor apartment without direct street access. Many sex shops in Chile still operate in less visible locations, often in city corners with less traffic, or concentrated in downtown areas that serve various socioeconomic groups. However, Japi Jane's most recent store, opened in 2021, is a two-story retail space situated on a major road.

Morgan described the challenges of working in the adult industry in South America. She initially faced skepticism from the press, who viewed her business as a fleeting trend, and encountered hostility from men who expressed concerns about vibrators replacing them. Sex toys were often perceived as products for individuals who "couldn't get the real thing" or for partners whose male counterparts were not satisfying them. Despite these challenges, Morgan was surprised by the positive reception from manufacturers. Fun Factory supported her as a female entrepreneur in South America, and she found other female-friendly allies in the industry, including CalExotics.

Empowering Women and Future Expansion

Morgan emphasized her commitment to assisting other women in the industry. In 2016, she co-founded Eroshop Mayorista with another local adult retailer, Secretos de Amor. This second business distributes international brands in Chile and aims to support female entrepreneurs in launching their own ventures, whether through physical stores, websites, or social media. Eroshop Mayorista provides guidance, training, and acts as a fulfillment warehouse for these entrepreneurs, requiring a small initial investment. Morgan has also built relationships with women in other countries, from Colombia to Argentina, to share contacts, experiences, and ideas to improve the industry's perception in their respective nations.

Morgan believes Japi Jane is positioned for significant growth as adult products become more mainstream. She intends to lead this shift in Chile and the broader region. She has been developing a private-label line with Spanish-language products specifically chosen for the local market, which could facilitate sales through traditional retail chains. As a first step, Japi Jane's lubricant, developed with a local pharmaceutical company in Chile, is now available in two major pharmacy chains and a major supermarket chain in Chile.

Morgan stated that Japi Jane values and promotes all the brands it represents in Chile and maintains strong relationships with them. She noted that successful brands are those that continuously innovate and introduce new products that capture consumer attention. Morgan also highlighted the importance of providing product samples for sales staff to test, as it is easier to sell products they are familiar with and appreciate.

Key Facts

  • Jane Morgan is the founder of Japi Jane, an adult retail chain in Chile.
  • Japi Jane has expanded to two brick-and-mortar stores and an e-commerce channel.
  • In June 2022, Morgan hired a general manager and formed a board of directors, becoming its president.
  • Morgan co-founded Eroshop Mayorista in 2016 to distribute international brands and support female entrepreneurs.
  • Japi Jane's private-label lubricant is available in two major pharmacy chains and a major supermarket chain in Chile.
  • Japi Jane will celebrate 16 years in November 2022.