retail profiles // sexy // bliss avenue

The Bliss Avenue concept was born in December of 2007 as a store-in-store boutique in the Philadelphia Masquerade store.

Since then, the company has opened four stand alone stores, and one other store-in-store boutique.

Balance is the key word at Bliss Avenue. "We think of it as a sexy story, but more sophisticated than the average," said Bob Shank, CEO of Halloween Adventure's newest chain Bliss Avenue. To achieve a desired level of sex and sophistication, the company carries brands such as Dreamgirl, Fantasy Lingerie and Leg Avenue, ("The regulars that come from the Halloween business," said Shank) and better brands such as Flora Nikrooz, Marilyn Monroe Intimates and Jezebel. "And because the same girl who is buying a sexy corset is the same girl who can't wait to get home and cuddle up in a Hello Kitty towel wrap, we carry loungewear as well." From fashion handbags and jewelry to sexy shoes and club tops, Bliss Avenue covers it all. "We have quite a unique mix of product," added Shank.

"Sexy lingerie is by far the number one seller," said Shank, whose store caters to a mixed crowd of customers aged 21 to 60. "We sell to as many middle age customers and we do younger customers and it's a surprise to see that. It's not what we originally had envisioned."

With the grand opening of Bliss Avenue stores happening in shopping malls all over Pennsylvania and New Jersey there is no end to the surprises Shank and his team will witness during the coming months. Vendors open your maps. All roads lead to Bliss Avenue.