Drea Walker is the face, name and vibrant personality behind Up4Drea, an adult retail boutique co-founded in eastern North Carolina. Blending clothing and pleasure products, the store is built on a clear mission: to create a space where everyone feels seen, supported and welcome.
From swingers and polyamorous customers to kink communities, cross-dressers and queer shoppers, Walker has built a reputation for making people feel comfortable and valued.
Every day is a challenge, but I stay connected with other business owners and keep pushing forward.
“I feel like my entire life has prepared me for this position,” Walker says. “People have always been drawn to tell me their secrets and ask for advice. I’ve helped couples find each other, build relationships, and even start families.”
In 2018, after more than a decade away from the workforce, the only opportunity available to Walker at the time was a position at an adult store.
What started as a job quickly became a calling.
“While I worked there, I found creative ways to market the business with zero budget,” Walker recalls. “I got involved with local swinger communities online and helped organize events. I went from making $100 per shift to $1,300.”
Those early experiences shaped her understanding of what adult retail could be. It was not just about products. It was about connection, education and community.
Walker regularly hosted in-store events, including BDSM education nights, paint-and-sip gatherings and karaoke events that brought customers together in a relaxed, inclusive environment.
“We had so much fun, and we created a real sense of community,” she says. “Those events impacted people’s lives. One customer told me our karaoke nights helped her through postpartum depression.”
Walker is open about the personal experiences that shaped her approach to retail and customer care.
“My childhood included abuse, navigating the court system, and years of therapy,” she says. “Leaving an abusive marriage seven years ago gave me a new perspective. Growing up in the church also helps me understand people who may not agree with this industry, and it gives me a place to meet them with empathy.”
That empathy became a defining element of her work on the retail floor, where she was often seen as a trusted source for advice on relationships, intimacy and personal growth.
It was also where she met her partner.
“One day at work, I received roses from a secret admirer,” Walker recalls. “The card told me to open a karaoke app, and they would join me and reveal themselves.”
The admirer, who lived in Kentucky, eventually asked Walker on a date. What began as a long-distance connection quickly evolved into something more.
“She told me, ‘It’s not like I’m asking you to marry me,’” Walker says. “But she did end up proposing during a karaoke prom night at the store.”
At the time, Walker was still working as a part-time cashier. Her partner recognized her potential and encouraged her to pursue entrepreneurship.
“Along the way, she offered to help me open my own store," Walker said. "She had been in business for 30 years and was an e-commerce guru. I met her in January, and I quit my job in March. I made the leap into store ownership. We opened the doors on August 1, 2021."
Together, they attended the ASD (Affordable Shopping Destination) Market Week trade show, where Walker began building relationships that would shape her future in adult retail.
“I met people who are still part of my journey today,” she says. “Cathy Zeigler from Kheper Games, the Blush CEO and the team at Williams Trading. Those connections have meant everything.”
Walker’s first store in Spring Lake saw early success but was ultimately forced to close when the landlord terminated the lease because of the nature of the business.
"It was really hard to find a store space where a landlord would let you sell what I sell, so we decided to look for a landlord who was willing to rent to us,” Walker said.
Undeterred, Walker and her partners relocated to Fayetteville, where they expanded their concept.
“We added vintage clothing when we moved,” she explains. “My partner had built a large online inventory, so we brought that into the physical store.”
The result is a hybrid retail space that blends adult products with vintage fashion, offering a unique shopping experience that sets Up4Drea apart.
“Selling vintage opened up new marketing opportunities we never would have had as an adult store alone,” Walker says.
The store, now operating under both Up4Drea and its vintage counterpart, “Down for Anything,” has thrived since its relaunch in October 2024. The boutique places a strong emphasis on inclusivity, particularly in sizing and product selection.
“We’re all full-figured women, and I’ve always been passionate about plus-size fashion,” Walker says. “We carry clothing up to size 9X for women and 3X for men, along with extended shoe sizes.”
That commitment to inclusivity extends beyond product selection to the overall customer experience.
“People come in for the products, but they leave talking about the customer service,” Walker says. “We love helping cross-dressers find outfits. This is a safe space. Customers can tell us what they’re looking for, and we’ll bring options directly to them.”
Some customers have even made the store part of their daily routines.
“We have regulars who come in during their lunch break to dress and spend time as the version of themselves they feel most comfortable being,” she says.
Despite its success, operating an independent adult retail business has not been without challenges. Walker has faced financial setbacks, including order discrepancies and unexpected charges, as well as broader industry pressures from declining consumer spending.
She also recently witnessed the closure of the store where she began her career, located just down the street from Up4Drea.
“That was hard to watch,” Walker says. “Every day is a challenge, but I stay connected with other business owners and keep pushing forward. My goal right now is to stay open and continue growing.”
Through it all, Walker remains focused on what she believes matters most in adult retail.
“Be kind to people,” she says. “Customer service is what keeps us here. You catch more flies with honey.”
In an industry that continues to evolve, Walker’s approach reflects a broader shift toward experience-driven retail. Her store is more than a place to shop. It is a space for connection, self-expression and community.
And for many of her customers, that makes all the difference.
Each month, XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry’s most influential businesswomen.
