Hustler Hollywood Store, Website Undergo Transformation

LOS ANGELES — Hustler’s brick-and-mortar and Internet retail divisions are getting a facelift.

After almost 14 years, the iconic Hustler Hollywood store and cafe on Sunset Boulevard in West Hollywood is being revamped with a new look and with an upgraded ecommerce site, webmasters now can adopt the Hustler Store brand as their own through custom online stores.

Hustler Executive Vice President Theresa Flynt told XBIZ that the highly trafficked store’s look has remained untouched since opening in December 1998, and its new, fresh appearance includes all new décor, fixtures, imagery and paint.

“It was just time for a facelift,” Flynt said. “L.A. is a very trendy city, where you need to stay on top of your look or you lose business.”

The store’s redesign also included the streamlining of inventory.

“It has to do with the market being too saturated — we can’t sell everything,” Flynt said. “We did some analytical work to determine what does sell. We want to make it easier for customers for shop.”

With four new stores recently opened, the remodeling Hustler Hollywood retail chain locations will begin with the oldest, Flynt said. Additionally, Hustler Hollywood’s newly redesigned ecommerce site,, also is amidst transformation.

John Desjardins, vice president and general manger of Hustler’s Internet and ecommerce division, told XBIZ that the new will be more beneficial to affiliates that its former incarnation with more tools and the opportunity to build custom online stores.

“We basically redid entire site,” Desjardins said. “We revamped the technology that it was running on, it has a new platform and one of the largest catalogs on the web. Products are now easier to find and we offer a wider selection now than we ever did.”

Desjardins said that as an addition to Hustler’s wide range of Internet products, the company also has strengthened and restructured its ecommerce division to better serve webmasters with more tools and improved customer service.

Although open during its renovation, Hustler will celebrate the official unveiling of the new Hustler Hollywood Sunset Boulevard store with an exclusive party on Feb. 9.

“From the start, Hustler has been a trendsetter and a leader in the adult industry,” Flynt said in a press release. “Hustler Hollywood was originally started with that in mind and has expanded to 14 stores around the country. Our goal is to create the best, most thrilling shopping experience possible for couples looking to spice up their sex life.

“We are really proud of the new look and we’re eager to welcome customers to explore,” Flynt said. “The contemporary changes are something we hope will ignite a new spark in our loyal fans and attract a new generation of customers.”

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