The very first Lion’s Den store opened in 1971. At a time when adult bookstores were considered obscene and located exclusively in unsavory areas, Moran was determined to disrupt the status quo. Fresh out of college he opened his first store in a suburb of Columbus, Ohio.
As one of the first suburban adult bookstores in the country, Lion’s Den found immediate success. Potenzini explains, “As soon as the doors were unlocked, there were people ready to go, so not a lot of advertising was needed. People just knew there was going to be a shop and as soon as it opened they came in.”
Even though profits clearly demonstrated that Lion’s Den was serving an unaddressed need in the community, many wanted it shut down. The business faced fierce opposition from those who considered it distasteful. In 1977, the store was bombed and sustained significant damage. Despite controversy and threats of harm, Moran persisted. He renovated the shop and reopened it within weeks.
In its early years, Lion’s Den mainly offered print material and added arcades, VHS movies, and novelties later as the business grew. With his sights set on building a chain, Moran opened additional stores in Central Ohio beginning in 1985. They all bore the Lion’s Den name, which was an unusual move for an adult business at that time. Competitors shied away from using consistent branding across multiple locations believing it would draw negative attention from opposition groups.
Lion’s Den’s bold imaging strategy did boost sales but, as predicted, also fueled increased harassment by conservative pro-family groups. Protesters picketed outside stores and Moran repeatedly fought nuisance ordinances, zoning crackdowns, and obscenity charges.
Potenzini recalls a conversation with Moran, “Mike told me that whenever he left the store, literally, the sheriffs would come in and take everything. They would arrest whoever was working at the shop, and then confiscate all inventory.”
In Lion’s Den’s early years, porn distributor and Doc Johnson co-founder, the late Reuben Sturman, helped Moran stand up to continued harassment. “Reuben was able to provide our owner, Michael, new inventory so that basically he would open right back up the next day.”
During the last 50 years, Moran has fought countless legal battles in an effort to legitimize the erotic retail industry. Potenzini explains, “Mike has spent probably over $2 million on lawyers and legal fees fighting First Amendment issues. And in a lot of cases, these court actions have written laws for obscenity and what's allowed by the First Amendment. So Mike Moran and Lion's Den have played an integral part in the First Amendment and obscenity issues that govern our industry.”
By the ‘90s, Lion’s Den expanded into a network of stores situated along interstates in rural areas. Zoning regulations often only allowed adult businesses to exist outside of city limits. These restrictions ended up being an asset to the chain. Highway placement enabled Lion’s Den to attract travelers, truckers and impulse buyers drawn in by roadside billboards. The high visibility also made it one of the most recognizable adult super-stores in the nation.
As online porn became more commonplace and the demand for home movies dwindled, Lion’s Den had to quickly shift focus to survive. “The writing was on the wall. Margins were going away for DVDs because there was free stuff on the internet. So a lot of folks simply weren't coming in and paying for it. That's when we, as well as the industry, began to pivot. We started to target a whole new audience, a whole new demographic. It was no longer single men.”
Gathering feedback from focus groups, the company zeroed in on what customers wanted. Lion’s Den began catering to the needs of women and couples. They also softened their branding. Stores were remodeled to showcase a boutique-like, inviting atmosphere and arcades were shuttered in select locations. This move propelled the chain further into the mainstream. It also positioned the brand to align seamlessly with the impending “Fifty Shades” phenomenon and widespread popularity of women’s luxury sex toys.
Lion’s Den has a history of blossoming during adversity and 2020 was no exception. “That was when we realized what a strong brand we have.” Potenzini adds, “We were able to keep in constant contact and communicate via emails and social media with our base to promote our Zoom parties. We discovered that we have this open line of communication and engagement with our customers and our online sales skyrocketed. What was 2020 like for us? We strengthened our brand and we strengthened our loyalty with customers.”
After a half-century, Moran is still very much an integral part of the business. Potenzini credits the company’s longevity and success to his forward-thinking approach, ability to adapt quickly to market forces, and always putting customers’ needs first. He believes Moran was a key player in helping change public perception of erotic retail, transforming it from something deviant and exploitative to a part of healthy sexual expression.
Looking ahead, Lion’s Den has big plans for the future. In addition to amplifying their already sophisticated digital presence, expansion is on the horizon with the addition of new stores this year.
Potenzini points out that growth must include deepening relationships with customers by continuing to be a resource that positively impacts their intimate lives. That goal is the most important priority for Lion’s Den. “What drives us is much more than just selling commodities or widgets. We see each transaction as an opportunity that can help an individual or couples attain whatever they're looking for — their pleasure, passion, romance.” Potenzini continues, “I think we’re viewed as a means of expression and liberation, as a support mechanism for those who are maybe questioning their own sexual identity. We see what we do as a means to educate and to support people — some of whom are marginalized communities who aren't thought of often in the mainstream. That's what drives us.”
