retail profiles // sexy // adam & eve of florida

Number of stores: 3 Adam & Eve franchises in St. Augustine and Jacksonville.
Year opened: 1997

A.T.P., BODY: Describe your stores.

M.L.: Freestanding [stores selling] toys; DVDs; lingerie; novelties; lubricants; with many subcategories.

A.T.P.: What makes your stores special?

M.L.: Location; advertising (seven billboards on [the] interstate); media networking; inventory selection; knowledgeable sales staff due to ongoing education; VIP cards; in-store promotions; and support of local charities.

A.T.P.: What brands are important?

M.L.: Dreamgirl; Elegant Moments; Coquette; Be Wicked; Delicious Sexywear; Allure; René Rofé; Lovely Planet; etc.

A.T.P.: What price range and size range do you carry?

M.L.: Lingerie, (excluding panties and stockings): $30 to $120. Toys: $15 to $220. DVDs: $20 to $80. Size ranges: One Size Fits Most, [and] S to 3X.

A.T.P.: Who is your customer base made up of?

M.L.: Female: 30 percent, male: 30 percent, couples: 40 percent, ages: 18 to 90. The ideal customer is a female, 44 years old, either divorced or mad at mate, carrying a gold credit card.

A.T.P.: What is your typical or average customer size?

M.L.: L

A.T.P.: What does your average customer spend?

M.L.: Average includes a customer who buys multiple categories, making [the] average ticket $68.

A.T.P.: Is there any other information you would like to share with us?

M.L.: Rather than following opinions of so many "experts" who espouse that those in our business should try to "soften" our stores, becoming more mainstream, we drop most items that enter the mainstream [...] Rather than try to be something we aren't, (P.S.: there is already a Victoria's Secret out there), we continually attempt to keep our stores in a category of their own, creating an allure to shopping with us, always keeping in mind that customer service is paramount to us being successful.

Flagship Address: 2565 State Road 16, St Augustine,FL, 32092