WEST HOLLYWOOD, Calif. — Spotlights raking the night sky, a “pink carpet” replacing the traditional red, and shirtless waiters bearing trays of champagne welcomed several hundred glitterati at the Thursday grand opening of Chi Chi LaRue’s brick-and-mortar retail outlet. West Hollywood Mayor Jeffrey Prang participated in the ribbon-cutting ceremony.

The store’s neon-bright, orange and pink color palette framed racks of DVDs, as well as feather boas and leather harnesses, numerous dildos of every shape and size, bottles of lubricants and other sexual aides, clothing, photobooks, calendars and more, much of it bearing a cartoon likeness of LaRue in the same orange-and-pink colors.

It is the first company store from gay production and distribution company Channel 1 Releasing , and takes its name from the legendary director and C1R partner Chi Chi LaRue.

LaRue said in an earlier interview that she was “thrilled to be opening a store where customers can come and get the full Chi Chi experience. It also will be a great place for us to hold in-store appearances where fans can come and be a part of it all, then take home some delicious porn and naughty goodies.”

Chi Chi LaRue’s will offer the entire C1R catalog, including every title from All Worlds Video and Catalina Video, as well as LaRue’s Rascal Video line, and other labels.

“This is the first time a customer will be able to find every C1R title under one roof,” partner Rob Novinger said. “It is physically impossible for some retailers to stock our full library.”

C1R had previously lined up partnerships with novelty company Topco Sales to provide several branded lines of adult toys, and ONE Condoms to supply protective barrier products.

Online retailer TLA Video provided a range of non-adult, LGBT titles from its catalog.

Chi Chi LaRue’s is located at 8932 Santa Monica Blvd. It opens to the public today.