Hustler HOLLYWOOD
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Hustler Hollywood is Larry Flynt’s idea of “The Erotic Department Store for the Millennium” and is the newest addition to the ever-expanding Hustler empire. The adult entertainment and paraphernalia superstore has brought elements of sophistication, taste and comfort to an an industry that in the past has been controversial and often deemed seedy or vulgar. The store provides mainstream access to sex-oriented items previously only able to be acquired through magazines and catalogues or from little shops in run-down areas. |
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The original idea for a Hustler retail store stemmed from Flynt’s long-publicized battle with the City of Cincinnati. The city would not allow the Hustler publication to be sold in area stores, so Flynt opened his own store. Although the original Cincinnati location, a downtown storefront, eventually closed in the legal war between Flynt and the city, the store was so successful that the idea for the retail concept was born. Flynt’s premise is that, regardless of public opinions about pornography or sex-oriented merchandise, everyone has the right to make their own decisions about these issues and to have merchandising options available to them. |
Location: Hustler decided to test the waters with a cafe/adult entertainment store on Hollywood’s Sunset Strip, hence the name “Hustler Hollywood.” The store serves up sex with no apologies and little embarrassment.
Hustler Hollywood is upscale and tastefully decorated. From the plate glass exterior, there is nothing suggestive or of a questionable nature on display. Upon entry, the interior is well-lit and warm-wooded, creating a casual feel and an atmosphere of comfort. There is a full-service gourmet coffee bar amidst stylish displays of logoed apparel and souvenir-type items. To access the adult material, which is behind a large display wall, customers must meet an age requirement and then climb a few steps. On this level is an adult department store, featuring reading materials, leather apparel, adult “toys,” lotions and oils.
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Far from drawing an “undesirable clientele,” Hustler Hollywood’s discreet decor, relatively large size, two floors and high-profile location are attracting a variety of customers, from professionals to middle-class adults. Although the store has only been open for a few months, it has been successful. Most of its customers, however, shop between the hours of 10 p.m. and 3 a.m. Expansion: While Flynt, who actually owns the 9,000-sq.ft. Sunset Strip location, says he will wait a bit longer to see if Hollywood Hustler’s success continues, early returns indicate an aggressive expansion plan to be implemented in the near future. Flynt would like to open a new store every three months. Probable locations for new stores include South Beach in Miami as well as Las Vegas and Atlanta. |
Parent Company: Hustler Magazine, Inc.
Contact Information: Hustler Hollywood, 8920 Sunset Boulevard, Hollywood, CA 90069; 310-860-9009, Fax 310-860-9092.