HUSTLER HOLLYWOOD Rebrands, Sports New Logo and Tagline

BEVERLY HILLS, Calif. — HUSTLER HOLLYWOOD has rebranded itself as a "smarter, sexier and unapologetic modern lifestyle conglomerate." The sex toy and novelty retailer and brand now even sports a new logo, dropping the flaming heart.

That’s what the company said today after announcing that it also will refocus its attention on a wide range and more diverse array of products — both HUSTLER and non-HUSTLER apparel, accessories, gifts, jewelry, beauty, shoes, lingerie and swimwear items.

The rebranding, in the works for the past year, is said to embody HUSTLER HOLLYWOOD’s mission, vision and attitude in the spirit of the company’s compelling, iconic founder, Larry Flynt. Its new logo includes the tagline, “Smart. Sexy. Unapologetic.”

Along with a new focus, logo and tagline comes a new look for the stores themselves.

Ten of the current 13 locations have undergone remodels within the past two years, and the facelifts are providing a sleek, sophisticated look and feel to enhance the enjoyable shopping experience, said Philip Del Rio, HUSTLER HOLLYWOOD’s vice president of retail operations.

“In the past year, we have developed an experienced and qualified team of professionals from a variety of backgrounds, bringing a fresh approach to our business,” Del Rio said. “With a new brand and new mindset, we’re ready to take our stores and our customers to the next level.”

The 17-year-old company also said that it is planning four new locations in the U.S. before 2016.