Q&A with Dustin Olive, Chief Operations Officer
Ted Vayos, BODY: Describe your 17 retail businesses for our readers.
Dustin Olive: Now, with operations based in Tempe, Arizona, we operate 17 stores and two websites. We’ve also diversified our brands into three unique concepts, Fascinations, MayBee, and NV. Our stores are located in Arizona, Colorado and Texas. Continuing to grow, we’re committed to improving service, selection, and convenience for our guests. This commitment has afforded us a loyal customer base whose patronage through word of mouth contributes to our success. New stores contain no explicit imagery. Merchandise is selected to meet our internal “PG- 13” rating. Product packaging is tasteful, elegant and free of nudity and graphic depictions of any kind. The personal massagers are non-anatomical in design and versions of them may be found, in limited selections, in Brookstone stores or Walgreens and similar drug stores.
Ted: What makes your business special?
Dustin: We’re not just a store, we offer an experience. The atmosphere is inviting, the staff is knowledgeable, and our product selection is unmatched. We are uniquely equipped to accommodate guests with diverse interests, relationships, body types and experience levels.
Ted: What do you look for in a brand?
Dustin: We follow classic, current, and upcoming trends in lingerie, apparel, and accessories. We’re always on the lookout for sexy, sophisticated, and bold looks that we’ve become known for. Important brands for us include Coquette, Blush, Dreamgirl, Carrie Amber, and Rene Rofe in lingerie and Metal Mulisha, Espiral AM:PM, NikiBiki, Oh Yes Fashions, Sullen, Lucky 13, Legaci, and many more in apparel. Of the brands listed, Coquette, Dreamgirl, Carrie Amber, Metal Mulisha, Espiral AM:PM and NikiBiki are responsible for much of the success of our lingerie and apparel departments in recent years.
We’ve recently expanded our apparel department to include denim and active wear, and have added more everyday fashions to our collections in the past year. Along with lingerie and apparel, we offer a wide variety of bath and body products, romance toys, and sensual gifts.
Ted: Describe the popular styles or trends in your store.
Dustin: Bright colors for Spring and Summer are popular for our guests. We have lines of swimwear, summer dresses, denim, and lingerie that all follow the bold colors of the season. To contrast these, there are collections of black, blue, and plum lingerie that showcase a more classic, sophisticated look.
Ted: Describe your price points and size ranges.
Dustin: Most of our lingerie and apparel falls within the $20-$60 range. We carry sizes ranging from XS through 6X.
Ted: What is your typical or average customer size?
Dustin: Our more popular sizes are small through 1X.
Ted: Describe your customer.
Dustin: Our customer base is as varied as it gets. People of every age, race and sexual orientation frequent our stores.
Ted: What has impacted your business the most over the past year?
Dustin: The biggest impact would have to be our emphasis on diversification and stronger marketing and purchasing decisions.