Let’s talk about sex, baby.
No, really, let’s talk about it. It is Valentine’s Day after all! Sex is an important part of our lives. After all, none of us would be here if it weren’t. As a matter of fact, it’s such an important part of our world that physicians, like Dr. Ruth Westheimer, have made it their business to tell every one how best to ‘get down to business.’
Sure, it’s a little uncomfortable to talk openly about sex, but the fact of the matter is that sexual health is an important part of your overall well-being. It’s nothing to be ashamed of– it’s something to be celebrated. That’s why, this Valentine’s Day, we’re talking with adult retailer Adam & Eve.
As David Keegan, Adam & Eve’s General Manager of Franchising puts it, “The concept of sex and wellness is at the forefront of many health conversations,” and the award-winning adult retailer is right in the middle of it all.
For over 40 years, Adam & Eve has not only been making Valentine’s Day special for couples, it has been combating the stereotypical notion of adult-oriented retail with modern, open, and inviting stores.
“Adam & Eve store inventory is 75 percent soft goods,” explains Keegan. Soft goods are items like lingerie, hosiery, loungewear and bachelorette party gifts. You know, the types of things you could find at Victoria’s Secret stores nationwide, though Adam & Eve prides itself on their larger selection and variety of items. “ Less than 25 percent are adult goods,” he adds.
The two time industry Retailer of the Year award winner, carefully designs its stores in such a way that customers, especially for females and couples feel welcomed. Adam & Eve stores have a reputation for being very clean, and well-lighted too. Let’s be honest, if a woman feels comfortable at Adam & Eve, her husband is probably guaranteed a trip back sometime in the future. Happy Valentine’s Day indeed.
A big part of Adam & Eve’s business strategy hinges on who it puts at the helm of each store. “It’s a business that an individual, investors, or family partners can grow.. We really want to see our franchisees and employees succeed,” says Keegan, “ therefore, we are selective about who we recruit.” This selectivity is absolutely shown in Adam & Eve’s stellar customer service record. When it comes to franchisees, Adam & Eve has experienced success with women and couple entrepreneurs, though David adds, “we’re always looking for people with a vast business or entrepreneurial background. Retail sales, communications and strong customer service experience is a big plus, too.”
Clearly, Adam & Eve’s growth strategy and dedication to customer service is paying off. Like unit sales grew by an average of 4 percent in 2011 and 8 percent in 2010. Overall sales for the adult-oriented retailer continue to grow at a double-digit rate. “I wouldn’t say the recession was necessarily good for business,” jokes Keegan, “but you do the math, – for the price of dinner for two and a movie, you can have a lot of fun at home and enhance your romance too.”
Adam & Eve is currently pressing forward with plans to expand in Atlanta, Chicago, Dallas, Kansas City, Minneapolis, Philadelphia, San Francisco and St. Louis.
