Penthouse has licensed their brand name to a $3 million dollar adult retail store that will open later this month in Milford, Conn. The Penthouse Boutique, the first retail store with the Penthouse brand, opens July 24.
The licensing deal was made with Horizon Media, which owns a chain of 12 stores on the East Coast, including the new Penthouse Boutique. The company expects to convert two of its existing stores into Penthouse Boutiques in the near future. In addition, Horizon Media anticipates expanding their chain with 10 new stores, some of which may bare the Penthouse Boutique name as well.
"The future begins with a quest for the best," said Dan Quinn, CEO of Horizon Media and Smash Pictures. "Penthouse is one of the classiest, most well-known names associated with eroticism and this store certainly reflects that. This is a 10,000 square foot, state of the art adult retail establishment."
The duration of the deal is not yet known, but the arrangement does include territorial rights that would prevent other retailers in the same area from also licensing the Penthouse brand.
The new store was designed with the couples market in mind. Yapou Design, of Miami, Fla., was brought in to design the clean and fresh boutique look of the store. Architectural Millwork of Connecticut chose flexible floor fixtures to allow the appearance of the store to perpetually change.
"We took the successful, traditional retail model and infused the adult lifestyle into it," Quinn said. "Our new generation of adult consumers are couples and women. They prefer to shop the same way they do in other, high-end retail stores. We let our customers touch and feel the merchandise before they purchase it, and if they're not satisfied we feature a no-hassle return policy – except for toys, although every toy is tested in the customer's presence before they leave the store."
Videos and DVDs from nearly every manufacturer in the industry will be available, as well as toys, novelties, lingerie, oils and more. Seasonal items and in-style logo apparel are available for both men and women.
"Our video department is revolutionary," Quinn said. "We have plasma screens on the walls showcasing promotions and advertising from various production companies. The graphics will change for each ad campaign that is being featured. We have most every production company housed together like you'd see in a large upscale department store.
"We're implementing an electronic catalogue which allows the customer to type in whatever title they're searching for," he added. "The system then tells them where in the store it's located. I'm very excited about this."
Penthouse Boutique will celebrate its grand opening July 24 at 9 Banner Drive in Milford, Connecticut. The event is by invitation only and will showcase several Penthouse Pets.
