WEST HOLLYWOOD, Calif. — Larry Flynt himself made an appearance at last night’s private party, which was attended by a star-studded crowd and industry insiders, to celebrate the newly revamped iconic Hustler Hollywood store on the Sunset Strip.
“We’ve been here for 14 years and have served more than 65 million people — this is the most successful store of its kind in the country,” Flynt told XBIZ. “We have a bright future ahead of us. Sex is universal, we provide the accessories.”
Among the upgrades made to the store are all new décor, fixtures, imagery and paint. A clunky cashier counter that used to be situated towards the store’s entrance has been replaced with an airy apparel section.
“The whole store’s more open and has a more updated look,” Hustler Hollywood media representative Victoria Hurley told XBIZ. “We’ve evolved a lot over the past years and we wanted to look to represent that. The new look will appeal to current and potential clientele.”
The party’s guests included Hustler’s Theresa Flynt and Michael Klein, Topco Sales’ Scott Tucker, Doc Johnson’s Chad Braverman, Evolved Novelties’ Greg Alves, Honey’s Place’s Bonnie Feingold and Rob Walker, Fun Factory’s Joe Curtis and Memo De la Vega, as well as rock couple Steve Stevens and Josie Stevens, among several others.
“I drove up from San Diego to experience this grand re-opening,” said Zach Goode of Hustler Lingerie. “As part of the Hustler family, I’m really happy to see all of our brands dominating the store. We’re looking forward to a prosperous 2012 with new categories and designs coming from the Hustler brand.”
Hustler Hollywood was named Retail Store Chain of the Year at the 2010 XBIZ Awards. Since its launch in 1998, Hustler Hollywood has expanded to 10 locations nationwide.