LUXEMBOURG – Pjur, known throughout the industry as the maker of the world’s first silicone lubricant aimed at adult businesses – as well as for producing Pjur Eros, Pjur Woman, and other popular lubricants and massage formulas – is taking its successful “Shop in Shop” system to American shores for the first time, following a tremendous run in Europe and Australia.
Modeled after similarly successful systems in stores such as Neiman Marcus, the Shop in Shop system is unique because it provides retailers and customers full access to all Pjur products by establishing a smaller outlet located within a larger retail establishment. The smaller outlet, which varies in size, is overseen by trained professionals who are well informed about the products. The retailer commits to the system simply by signing a contract promising to maintain the Shop in Shop by keeping it cleaned and fully stocked with Pjur products. Pjur representatives then arrive and do an install based on the retailer’s commitment, which is entirely at his or her discretion. So, the establishment may contain a full-size system that attaches to a wall or a smaller, free-standing system.
“We’re just starting to roll it out here, and we’re expecting to follow suit with what we see in other industries – especially in apparel – that it’s going to be very successful in the adult arena,” says Pjur’s Rich Harris “And, it’s beautiful. It really shines in some of these stores…It’s like putting a Pjur shop inside somebody else’s shop.”
Harris also highlights the system’s ability to be tailored to fit any store’s customer base. “If it’s a store that might be geared more toward women, it can be customized for that women’s store. If it’s a store that’s more geared toward gay men, [it] can be geared more toward a gay market. It totally is flexible; it’s a total modular system where it can be moved, manipulated, and changed quite easily.”
Pjur even offers a store clinic during the install to make sure the Shop in Shop is properly maintained by in-store employees.
“It’s a professional training course that they go through, and they get a certificate if they pass the course,” says Harris. “A PowerPoint presentation and a question-and-answer session [is included]. It’s a big commitment for a store, but for stores that sell a lot of our merchandise, it’s not that big of a jump. How much does it cost? Is it expensive? All the store has to do is buy the product – which a lot of them are doing anyway – and might be a step up in commitment to how much product they buy. They might have to buy more than they’re used to, but what they’re getting in return is a tight presentation that will win those dollars back in retail sales”
The Pjur Shop in Shop system was introduced in the U.S. in mid-July to great success, and following a September presentation at Expo-mart in Phoenix, the system will appear in January at Internext.
Pjur Group
44 Esplanade de la Moselle
6637 Wasserbillig
Luxembourg
+352-748989
+352-748990
pjur.com
[email protected]
