In 1999, Romantic Depot CEO Glen Buzzetti was living in South Beach, Miami when he befriended a man who owned three flourishing upscale adult stores in South Florida. After gleaning information on vendors and products, Buzzetti made plans to attend a trade show later that year. The rest, as they say, is history.
Looking back, it may have been the man’s Ferrari that caught Buzzetti’s attention initially, but it was his own experiences as a consumer that motivated him to invest in adult retail.
Our motto is to be relentless in the pursuit of the customer’s happiness, always.
“When I shopped at adult stores in the late ’80s and ’90s, there were virtually no large upscale stores that catered to couples and curious individuals who wanted to learn more about sex,” Buzzetti recalled.
Buzzetti had spotted a gap in the market.
Committed to creating the kind of store he would seek himself — a tasteful, education-driven environment — Buzzetti eventually opened the first Romantic Depot in his hometown of West Nyack in Rockland County, New York in August 2000.
“Nice flamboyant signage, carpet, fixtures, lighting, and a welcoming layout made an impact from the moment we turned on the lights,” Buzzetti recounted. “Customers came flooding in. After reviewing the first week’s sales numbers together, our team said to each other, ‘Holy crap, we did it.’”
Buzzetti continued to expand the superstores throughout Brooklyn, Manhattan, the Bronx, Queens, Yonkers, Elmsford in Westchester County and Bergen County in New Jersey. Fast forward: Today, at over 10,000 square feet, the Bronx location is the largest adult store in the Northeast.
Romantic Depot’s aesthetic includes bold, cohesive in-store merchandising. Product sections are labeled “Bestsellers,” “Alternative Lifestyles,” “Premium Toys,” “Pleasure Products Under $30” and “Health and Wellness.” Demonstration stations invite shoppers to test products before purchasing. Gridwall and shelving display products organized by size and color.
Growing Through It
Perceptions about adult novelties have shifted in a more positive direction over the years, but there is still much heavy lifting required as a retailer to earn the public’s trust.
Starting with the very first store location, Buzzetti has faced legal challenges due to zoning laws, including a federal court battle.
On Valentine’s Day 2022, Romantic Depot opened its newest location in Brooklyn’s historic Clinton Hill neighborhood. Despite the location being within legal zoning limits, a small group of locals protested and demanded the store relocate or shut down. Romantic Depot remained standing and today proudly welcomes shoppers to the location with large-scale signage on the exterior walls that reads “a safe space” and “couples and singles welcome.”
People First
Adult retail thrives on human interaction, and not just at the cash wrap. This fact is reflected in Romantic Depot’s policies. The company employs over 100 people, including consultants, employees, brand ambassadors, general managers, drivers and warehouse workers. Buzzetti is especially proud of having low turnover and employees who have been with him for more than 20 years.
“We are intentional about hiring outgoing, LGBTQ-friendly, open-minded individuals who are committed to helping others,” he noted.
New employees receive product education and are trained in de-escalation strategies due to a rise in shoplifting. Security staff blend in as Romantic Depot employees to ensure customers and staff always feel safe.
“Hiring individuals who may have experienced difficult upbringings, providing a gender-inclusive space and a source of financial and emotional stability for people, and knowing that my employees are happy is what makes my work so rewarding,” Buzzetti shared.
Product education and informed associates drive the customer experience, but it’s not a hard sell — the conversion isn’t front and center. Guests are given a free gift whether they make a purchase or not, as a token of gratitude for visiting.
“Sales associates, managers and general managers are trained to ensure that every customer is smiling when they leave,” said Buzzetti. “Our customers value their experiences with us, so they don’t feel the need to shop elsewhere. Our motto is to be relentless in the pursuit of the customer’s happiness, always.”
Looking Forward
Buzzetti predicts that 2023 may be a tough year for the industry, and sees Romantic Depot’s signature combination of human and product interaction as paramount for business growth.
“Customers can touch and feel products in our stores while receiving personalized product education,” he said. “This will help us scale the business over the next decade.”
Romantic Depot has pivoted to ecommerce and digital marketing initiatives to sustain relationships with customers through email marketing, and new affiliate and brand ambassador programs.
“There’s so much we haven’t done yet, and plan to grow in 2023, including our private label products, which account for 50% of our inventory,” Buzzetti said.
Private-label collections include Iron Horse USA, which features kink items, cock rings, sex dolls and strokers; Naughty USA lubricants, massage oils and non-vibrating novelties; and Supercharged vibrators and health and wellness products. Lingerie collections include Alexis Adams (one size) and Samantha’s (queen to 4X).
2023 will also bring new locations in Times Square, Southern Connecticut and Long Island. Other plans include a retail franchise program, which Buzzetti hopes to share with employees who would like to pursue further professional growth.
Reflecting on his legacy, Buzzetti said he looks forward to expansion and freeing up time to enjoy other passions like travel, fitness, health and wellness.
In closing, Buzzetti came back to the focus on customer experience, in-store interactions, store design and regular customer incentives, emphasizing that reinforcing the bond with customers is an essential core value of the company.
“From our staff to the communities we serve,” he said, “Romantic Depot is about creating relationships and friendships that last a lifetime.”
