Hustler is set to launch a UK retail chain of ‘erotic department stores’ worth more than £30m over the next two years.
Branded Hustler Hollywood UK, the Larry Flynt-owned brand will roll out retail designs and a brand strategy by First.
Based on its US store format, with a flagship in London and a Birmingham pilot store, the chain will sell T-shirts, lingerie and sex aids, but will not sell ‘extreme’ products like films.
The London flagship is due to open before the end of the year, with an expansion strategy that will see the opening of four stores per year – covering floor space of between 550m2 and 1000m2 – until 2009.
The initiative is being spearheaded by Theresa Flynt-Gaerke, executive vice-president of Hustler Hollywood Retail, and daughter of Larry Flynt.
A dedicated UK website will also be launched later this year.