Fifteen years ago, Efren Méndez and a friend walked into a sex shop. They were looking for nothing more than a few items for a party. Instead, the moment altered the direction of his career, and ultimately his life.
“We didn’t even want to go inside,” he recalls. “It was so unattractive. It was old, had dim lighting and the vibe felt heavy.”
My goal is always to help anyone I can through the relationships I’ve built.
That disconnect — between what pleasure retail was and what it could be — inspired the germ of an idea. Eventually, Méndez and his friend would become business partners and turn that idea into LoveStore Mexico, a pleasure retail business built around comfort, inclusivity and community.
They saw a promising market that wasn’t saturated, but also understood something more fundamental: Pleasure shoppers needed a space that felt safe and welcoming.
“We aimed to create stores that appealed to women because, at that time, even our own partners hesitated to enter these sex shops,” Méndez says. “We wanted a space that was beautiful and inviting, where women would feel comfortable and the LGBTQ+ community would feel safe, with a fresh, clean look, innovative products and trusted brands.”
A Whole New World
When it came time to open the flagship LoveStore Mexico, Méndez and his team leaned into an aesthetic they hoped would reflect their vision.
“We chose colors very similar to Victoria’s Secret — but with a touch of ‘Hello Kitty,’” he laughs.
In this environment, women felt at ease and men didn’t feel threatened by the products. This was a crucial consideration, Méndez notes, due to machismo culture. The concept clicked quickly, and two more locations soon followed.
Still, success didn’t come without turbulence. At least once, Méndez and his business partner considered closing up shop due to flagging revenue. Then a friend invited him to a trade show in Los Angeles. That trip changed everything.
“I saw products at the show that were not sold in Mexico,” he remembers. “I realized I could be the first to offer the newest sex toys and top brands, because all the stores in my country basically sold the same things. And I have always liked standing out in every way.”
Attending a second event, in Las Vegas, broadened his perspective even more as he encountered an even wider range of brands and products. This reaffirmed what Méndez had already deduced: The key to elevating his business was staying connected to the global scene.
Since then, he has even traveled to Europe for industry events.
“Every trip I take and every person I meet is a different adventure,” Méndez marvels. “I think I could write a book about all the things that have happened to me. Plus, it’s opened my eyes even more to all the different brands and products that exist globally. The business opportunities are infinite.”
Doing Business With Friends
The deeper Méndez has traveled into the world of adult retail, the more he has realized that what stands out most about the sector isn’t the merchandise, but the human connection behind all the product displays and trade-show booths.
“The people in this industry are so supportive,” he says. “That is something I had never experienced. Normally sellers just want to take your money, but in this industry, we all succeed and grow together. That’s what motivates me the most to stay in this business.
“I say this with my hand on my heart,” he adds. “This industry and this community are my family by choice. Money comes and goes, but true friendships are eternal — and what’s better than doing business with friends?”
That belief has naturally guided Méndez into the role others know him for: community connector, bridge-builder and friend to everyone. He doesn’t see it as a job requirement; it’s just something he can’t imagine not doing.
“I have helped and supported people out of gratitude for all the love and acceptance I have received,” he explains.
That gracious spirit earned Méndez a 2026 XBIZ Exec Awards nomination for Community Figure of the Year.
“The nomination has changed my life completely,” he says. “The fact that I am recognized or even considered among all these incredible people with such important histories… seeing my name on the list of nominees made me the happiest person in the world.”
The recognition has had a significant impact on his business as well.
“It helped me a lot in my country because it gives people more confidence to do business with me,” he notes. “It even helps internationally, because many people approach me so I can introduce them to providers and buyers. My goal is always to help anyone I can through the relationships I’ve built.”
Circle of Care
Of course, the bigger your family grows, the more people there are counting on you.
“Being a business owner means many families depend on my decisions,” Méndez says. “I study everything carefully — brands, vendors and the products — so my staff can successfully sell the products we carry and the business continues to flourish. This generates work and income for their families.”
He also points to the many LoveStore Mexico clients who have shared positive feedback about their experiences.
“They tell us how we have improved their intimate lives and saved many relationships,” Méndez says proudly.
Those stories reinforce his belief that pleasure retail can be emotionally and relationally transformative for the customers LoveStore serves. That’s why community involvement is central to his strategy.
“To me, the word ‘community’ means accepting people for who they are and how they are, period,” he explains. “It is not judging their image, their body, their preferences, or looking at their past and judging how they’ve lived.”
As for the future, LoveStore’s expansion plans include a new distribution center capable of serving all of Mexico — and eventually Latin America. That prospect excites Méndez, but his enthusiasm remains rooted in something far more personal than business ambition. For him, LoveStore’s growth is inseparable from the growth of the people around him — his employees, customers and community.
For anyone who aspires to build something of their own, he offers the same encouragement that has guided him all these years, ever since the day he walked into a dingy sex shop and decided he could do better.
“Always believe in your dreams, goals and objectives,” he says. “If you believe in yourself, you can achieve everything you set out to do.”
