On October 15, 2026, the men's pleasure brand Fort Troff announced a strategic partnership with XR Brands covering product development, manufacturing, sourcing, wholesale distribution, warehousing and fulfillment. XR will also handle packaging, branding, advertising and content development. AVN reports that Fort Troff products are now available directly from XR Brands and that Doc Johnson no longer holds Fort Troff inventory. That ends an earlier Doc Johnson partnership, which AVN's archive lists under a March 10 headline. Retailers are told to order through XR from now on.

Why It Matters

Switching from Doc Johnson to XR shows that even a brand with a loyal customer base needs someone else's factory, warehouse and sales team to stay on shelves. XR gains a men's-focused brand during a busy period for men's wellness wholesale. Over the summer we tracked a run of men's-wellness launches and the consumables boom (see our [men's wellness wholesale coverage](/stories/mens-wellness-wholesale-wave-2026)). Independent pleasure brands are giving operations to full-stack partners, and those partners are competing for brands with communities attached. For retailers, the practical step is to update purchase orders and check whether any stock already bought through Doc Johnson is affected by the switch.

The brand will be led by its interim president, identified in releases only as Louis, together with XR's leadership and operations teams. "Fort Troff already has something that is extremely difficult to create — a passionate customer base and an authentic identity," said XR Brands president Rebecca Weinberg. "Our role is to give Louis and his team the resources and expertise to build on that foundation without changing what makes Fort Troff special." The companies say the plan is to relaunch popular products, bring back customer favourites, introduce new products and reach more domestic and international accounts. ETO, the UK trade outlet, also cites better stock availability as a goal.

The parties have not disclosed whether the deal involves equity or how revenue is shared, so this is a partnership announcement rather than a disclosed acquisition. Two things stand out. The "relaunch" and "bring back customer favorites" language suggests Fort Troff has had availability gaps. And the brand is handing its whole supply chain to a large manufacturer-distributor rather than staying with a distributor-only arrangement.

Sources

Update — 2026-10-18

Initial entry — story first created.