TEMPE, Ariz. - On May 31, Hustler Hollywood closed its only Arizona location. Soon before in April, Adam & Eve opened their flagship Arizona store less than three miles away. Company reps say that one had nothing to do with the other. The only conceded overlap being the hiring of two former-Hustler employees at the Adam & Eve store.
Unprofitability, not residents' protests against Hustler's prominent signage and proximity to homes and schools, was the deciding factor in shutting the store that mainly carried Hustler-inspired clothing and did not carry X-rated DVDs.
"We picked a bad location, and that location was not profitable for us," Chris Strom, Hustler's vice president of retail operations, said. "We need to be more savvy at picking a better location."
The vacant strip mall next to a pharmacy where they were located did not get good foot traffic. Conversely, Strom said Hustler Hollywood's 10 other U.S. locations were doing well. They had been in operation there since late 2006.
One reason why Adam & Eve opened their store in Tempe is that zoning restrictions for this kind of business are less strict than in Phoenix, said company representative Kenneth McCormick. McCormick also credits the lack of controversy surrounding the adult retailer's opening to the store layout and the North Carolina-based company's reputation.
The female-friendly store is discreet: X-rated videos, many of which are written by and made for women and couples, are not the focus of the store; the shop's signage is not visible from the main thoroughfare. The store mainly carries bridal items and lingerie, sizes XS to 4X.
"Everyone has said that when they walk in, 'It looks like a high-end store.' We don't put the novelties out in front for everyone to see, so they're not embarrassed," he said. "We are very pleased with the response we're getting out here in Arizona." McCormick reported that women shoppers, making up about 80 percent of their clientele, are feeling comfortable shopping at the Tempe store. Couples and single men make up the rest of the customers, 15 and 5 percent, respectively.
McCormick also said that based on web and mail sales the company is the largest retailer of novelty items and lingerie. This is their 27th retail location, and they plan to open six more in Arizona over the next three years if all goes well in Tempe.
