Q&A with Jamie Gin, Buyer
Ted Vayos, BODY: Describe your store for our readers.
Jamie Gin: HUSTLER HOLLYWOOD® is an upscale, modern erotic boutique dedicated to providing a sophisticated shopping experience for the sexually curious. Its stores feature an appealing selection of high-quality toys, erotica, lingerie, shoes, apparel and novelties, supported by a knowledgeable staff trained to provide education and recommendations based on individual needs.
Ted: When did Hustler Hollywood open their first retail store? How many locations does the company have currently?
Jamie: The first HUSTLER HOLLYWOOD opened in 1998 on the famed Sunset Strip in West Hollywood. There are now 13 stores across the country, and expansion continues.
Ted: What portion of your company sales is lingerie, dancewear, clubwear, corsets and mens underwear?
Jamie: Retail is about 20% of the overall company sales
Ted: What makes your store special?
Jamie: Gone are the days of seedy sex shops and back rooms of video stores; Hustler Hollywood combines pleasure products with lingere, playful gifts, novelties, beauty/body items, candles, swimwear and so much more. With its colorful store displays, large open windows and inviting décor, men and women alike feel comfortable walking into a ‘sex shop’ and exploring the bright shelves of clothing, games, body lotions and beauty items alongside glass dildos, pocket vibrators and bondage whips.
Ted: What do you look for in a brand?
Jamie: We look at trends in fashion from runway, magazines to the nightlife. But ultimately regionally each customer helps dictate what’s important to carry in our stores.
Ted: Have any brands disappointed you as a buyer?
Jamie: I wouldn’t say any particular brands have disappointed me but rather it just may have not been the right fit for us.
Ted: Describe the popular styles or trends in your store.
Jamie: The fashion corset have continued to perform well. Something that can be worn in the bedroom to mall or to the club. Brands like Baci and Bedroom Stories have provided great options in fashion corsets. We have begun addressing our customer’s request with additional plus, queen and diva sizes in our lingerie department and we’ve seen tremendous strides in that category.
Ted: Describe your price points and size ranges.
Jamie: Lingerie - Men’s from $12-$58 S-XL. Women’s from $6-$128 XS-DIVA.Apparel - Men’s from $18-$58 S-4XL. Women’s from $18-$98 XS-3XL.
Ted: What is your typical or average customer size?
Jamie: Men’s size L. Women’s size M/L.
Ted: What does your average customer spend per visit to your store?
Jamie: Our average transaction is around $50.
Ted: Describe your customer.
Jamie: Our customer base includes everyone. From couples of all ages to college students to older men and women looking, we have something for everyone.
Ted: What has impacted your business the most over the past year?
Jamie: Store and customer feedback. We take our customer’s feedback serious. We can look to fashion trends and style influences all day but if we don’t have a strong team at store level asking the right questions and servicing our customers to our mission statement we won’t know what they are really looking for and asking for.