"Bring it on" is basically what Sherif Rayes, owner of sexy "lingerie and less" boutique Kendra's Closet, thought when Victoria's Secret's CEO Sharen Turney declared the brand "too sexy" this past February. "They're clearly not competition," he says.
If Victoria has a secret, then Kendra invites customers right into her closet, taking a super-sexy approach to lingerie for erotic use, with a dash of adult novelties to heat up solo nights or a romantic rendezvous. Clean, well-lit, with friendly service is what patrons find in this store in a strip mall in the Los Angeles area called Valley Village.
Rayes opened the store in October 2007, soon after reading a special report on the lingerie market. Sensing a lucrative business opportunity, he expanded his year-and-a-half-old online lingerie business.
As owner and buyer for Kendra's, Rayes is extremely sensitive to his client's needs and sometimes modest sensibilities. Still, from baby-dolls to body stockings, Rayes stocks the store with exactly what he likes, drawing from lingerie manufacturers like Shirley of Hollywood, Leg Avenue, and Dreamgirl.
He notices that first-time customers tend to like to be left on their own; he simply lets them know he is available for help. As a result, many repeat customers have grown so comfortable with him that they actively seek out his male opinion (a valuable commodity as a retailer, he finds) in the dressing room.
He observes, "Porn stars, strippers: I make them feel even more comfortable than my regular clients. I feel like they are sometimes more embarrassed about what they are shopping for. I make it very personal. They love it. They are very big clients for me."
The average woman not in the adult business, Rayes notices, is keen to explore her sexual self, especially in the arena of adult toys.
"I feel television shows like Desperate Housewives have really opened women's imaginations about having fun sexually. People still ask for the vibrators they talked about on Sex and the City," he says.
With regard to toys, (about 20 percent of his inventory since the get go, merchandized in a dedicated section in the back of his store), he is especially concerned with how his female customers will respond to the packaging. "It's no secret life-like dildos, rabbits, and frisky little vibrators are big sellers, but many women feel insulted when there are pictures of women on the box. The toys need to come in a neat package, be displayed well, not in your face," the store owner says.
He cites Doc Johnson's colorful, illustrated packaging as the best for his clientele, who are generally looking for toys for themselves or to use with their boyfriends. In addition to toys, Kama Sutra products have secured space on Kendra's shelves because these lotions and potions are in-demand.
Rayes tries to make his store fun. "Fun" also translates into brand identity, marketing, and publicity. Rayes' approach means "lots of events." For example, Kendra's is the exclusive party place, pre-launch, for Miller Genuine Draft's new female-targeted 64 beer. Anyone can enter to win a private, 64-sponsored lingerie shopping party at the store. Also, for Valentine's Day, Kendra's had an in-store fashion show, a video of which is posted on KendrasCloset.com.
"The store and the website help each other," Rayes observes. Customers can get a feel of the store through the site, and people buying online, he suggests, trust that he is a legitimate retailer because they can see that this is a real, brick-and-mortar store.
In short, whether a woman is open or discreet about her pleasure, Rayes has created a store that meets the needs of the current, more open-minded erotic climate. His customers can have comfortable shopping experiences, outfitting themselves for a sexy night that may include reaching into a well-stocked drawer of unmentionables.
