U.K. – Larry Flynt may be famous for being the first adult industry publisher bold enough to show “pink” in the pages of his magazine, for being the first adult industry publisher to take a bullet, and for being the first adult industry publisher to wear a diaper in front of a judge in court, but if he keeps going the way he’s going, he’ll also be famous for being the first adult industry professional to effectively marry the coffee culture with the world of sex.Flynt’s Hustler Hollywood shops have already raised the bar for adult boutiques domestically, and now he’s taking his show not only on the road, but across the pond to the UK. His goal, with the help of branding agency F1RST, is to see his shops become more than just a place for people to buy naughty books, DVDs, and clothing. By introducing cafes along with his retail goods, American Hustler Hollywood shops have become a hip social nexus for young adults. If all goes well, the trend will continue to gain popularity once it appears in Birmingham this coming September and competes for foot traffic with current high-street sex retailer Ann Summers and chic Coco de Mer, as well as the more mundane Borders and Diesel storefronts.
The plan isn’t to use gaudy neon or flashy signage, but to entice interested but hesitant would-be-shoppers into the store via the tasteful application of well-lit and modern interiors. Hustler Hollywood brainiacs haven’t ruled out the use of celebrity endorsements, either. With mainstream hotties including Brad Pitt wearing Hustler Hollywood garb, the right word from the right mouth could well influence the purchasing decisions of brand-conscious 20 – 35-year-olds in both the US and UK. That’s the hope, anyway.
With the help of F1RST, hired during the month of Valentine’s Day, Hustler Hollywood hopes to continue to welcome both men and women, be they horny or amorous. Although the boutiques won’t duck the attention they’ve gained due to their namesake magazine’s controversial publicity, their goal is to be a comfortable environment for the sex positive to hang out, sip lattes, and make cool purchases that their friends will envy and emulate. A “flaming heart” logo has been designed to emphasize the Hustler’s embrace of romance and stores will be divided into Seduction, Sensual, For Play, and Black zones – each catering to a unique interest group: couples, solo relaxation, bawdy theme parties, and the kinky. London will see its first shop in November and four additional retail outlets are planned for the UK during the next two years.
