WEST HOLLYWOOD, Calif. — The Chi Chi LaRue’s brick-and-mortar boutique celebrated the grand opening of its second location in West Hollywood Saturday night with its namesake directrix and a slew of gay industry notables in attendance.
Chi Chi LaRue’s Circus took over the space once occupied by the famed Circus of Books adult retail outlet.
"We are thrilled to open and keep the iconic gay landmark location open," LaRue told XBIZ earlier this year. "It’s part of my and many gay men’s history in West Hollywood."
The revamped venue, located at 8230 Santa Monica Boulevard, reflects the site's original aesthetic with street-facing picture windows and colorful circus stripes in the familiar pink-and-orange aesthetic of the original location.
Chi Chi LaRue’s Circus offers a wide array of adult products, including the Rascal and Boneyard line of toys, as well as DVDs and accessories.
Besides LaRue, attendees included West Hollywood Councilmember John Duran; Tim Valenti, president of Falcon Studios Group and the NakedSword Network; Channel 1 Releasing's Rob Novinger; performers Clark Davis and Nick Fitt, Jack Hunter, Max Konnor, DeAngelo Jackson, Trent King, Beau Reed, Nic Sahara, Rhyheim Shabazz, Mickey Taylor and Justin Yurmouth; and WeHo socialite Bobby Trendy, among others.
The original Circus of Books opened in 1960 and was owned and operated by Karen and Barry Mason, who are now retired. The Masons are the subject of a buzzy new documentary, directed by their daughter, Rachel Mason, that was recently picked up by Netflix.
The original Chi Chi LaRue’s is a 2020 XBIZ Awards nominee for Boutique Retailer of the Year.
Find the store, now a chain, online, and on Twitter.
View an XBIZ photo gallery chronicling the grand opening here.
Image source: Nick Fitt Twitter
