LOS ANGELES — The flagship Hustler Hollywood store on the Sunset Strip will be relocated to a new spot on Hollywood Boulevard during the first quarter of 2016, a Hustler spokesman confirmed Wednesday.
Hustler Hollywood will re-open at 6538 Hollywood Blvd. at the southeast corner of Hollywood and Schrader, Arthur Sando, the vice president of communications and marketing for parent company LFP Inc., told XBIZ.
“We’re renovating an existing space,” Sando said.
The store at 8920 Sunset in West Hollywood will remain open until the end of this year before it is converted into an upscale restaurant/nightclub. Actress Gwyneth Paltrow is reportedly part of the group that has acquired the space that currently houses Larry Flynt's world famous adult boutique.
Hustler Hollywood will also move its Hustler Walk of Fame to the new location, Sando said.
The Hustler Hollywood Walk of Fame honors an iconic group of industry figures with handprints and signatures similar to its mainstream counterpart. It has been around since the beginning of the Hustler Hollywood store.
Those who have been immortalized on the sidewalk outside of Hustler Hollywood include Jenna Jameson, Al Goldstein, Veronica Hart, Eric Edwards and the Hustler founder Flynt. The most recent Walk of Fame ceremony was held in March 2012, when John Stagliano and Belladonna were enshrined.
Flynt opened the flagship store on Sunset in 1998 and now there are 14 locations across the country, including destinations in Las Vegas, New Orleans, San Diego, St. Louis, Nashville, Oklahoma City, Fort Lauderdale, Fla., and Cincinnati.
Hustler Hollywood in May announced a rebranding effort had been in the works for the past year that was designed to embody the store's mission. Its newly designed logo includes the tagline, “Smart. Sexy. Unapologetic.”
Ten of the locations have undergone remodeling within the past two years as Hustler works to update its sophisticated décor.