Pornhub, which calls itself "the premiere online destination for adult entertainment," on Tuesday announced its first retail store in New York City’s SoHo shopping district, which opens on Black Friday, according to a press release emailed to Retail Dive.
During its opening weekend, the store will host some of Pornhub's most popular stars, including Dani Daniels and Asa Akira. Visitors must be at least 18 years old, the company said.
The store is emphasizing clothes, including limited reissued garments from Pornhub’s recent sold out capsule collection with streetwear brand Richardson and other limited edition specially branded Pornhub garments.
Most of Pornhub's customers engage with its sites online, but the smut purveyor's naked attempt to capitalize on the holiday shopping frenzy comes through its first physical store. The company will also open a holiday-themed pop-up in Milan, Italy.
"As an online brand, we’ve been limited to interacting with our fans on the site and through social media. As we continue to increase brand awareness, and expand into new verticals, like retail, we are looking for new ways to interact with our fans," Pornhub Vice President Corey Price said in a statement emailed to Retail Dive. "We thought it would be great to open up a store where fans can come check out the recent streetwear pieces we’ve collaborated on and some of our product lines. And what’s a better time to open up a new store than Black Friday? Now people can get gifts for friends, family and loved for the holidays!"
The space in New York is designed to simulate the look and feel of the Pornhub homepage, including a bed inside where people are invited to sit and interact with the camera on a live-feed streaming onto Pornhub.com directly.
Along with such lurid enticements, the company hopes to also seduce shoppers by touting the fashion cred of its neighbors in New York and Milan. Moschino and Céline are near the SoHo store, which was previously occupied by Thai-American fashion designer, Thakoon Panichgul, the company said. The Milan pop-up is on Corso Como, home to famous concept stores and luxury shops for Louboutin, Chiara Ferragni and Moschino.
In addition to clothing, the store is selling various products from the the Museum of Sex gift shop, including Taschen books, specialty aphrodisiac apothecary herbs and sex games, the company said.
Pornhub was founded in 2007 and says it has built the largest dedicated membership base in the adult community, with more than 10 million engaged and loyal members, whom it apparently hopes will put their wallets in their pants and leave their computers for a trip to its new store.
This story is part of our ongoing coverage of the 2017 holiday shopping season. You can browse our holiday page and sign up for our holiday newsletter for more stories.