Q&A with Jason Hoke, CEO
Ted Vayos, BODY: Describe your eleven Adam & Eve stores.
Jason Hoke: Our stores are upscale, well-lit and beautifully merchandised with sales associates dedicated to providing excellent customer service. Our stores invoke the quality, class and comfort that our customers have come to expect and are specifically designed to provide a refined, upscale alternative to online and catalog shopping. Each of our stores offer a wide selection of the highest quality lingerie and apparel in sizes XS to 6X, shoes, accessories, massage oils, dvds and novelties of all kinds.
We opened our 11th store October 2013 in Burlington, NC! This latest addition is highly visible and easily accessible from I-40 and is proving to be one of our most successful locations!
Ted: What makes your stores special?
Jason: We strive to make every customer feel comfortable and confident that they will receive the highest quality merchandise and customer service when shopping at all 11 of our Adam & Eve retail locations. We keep track of our customers’ preferences in each store and are focused on keeping our loyal customers happy, while making each new shopper a returning one. We are also active, contributing members of our communities and are involved in each area’s Chamber of Commerce, local fund raisers and charity events. Our managers attend Chamber events frequently and our stores are readily endorsed and recommended by other Chamber members as a reputable, refined & fun place to shop.
Ted: What do you look for in a brand?
Jason: In apparel and costume brands, we look for quality, versatility and size selection. We are known for and proud to offer a wide selection of Plus, Queen and Diva sizes for our customers. This Halloween was quite exciting and very successful with the introduction of the Daisy Corsets line in our stores. Daisy Corsets offers the size range we were looking for along with the quality and style we demand. We also enjoy continued success with Shirley of Hollywood, Baci, Living Dead Souls, Too Fast and Pleaser. We will continue to expand upon our plus size selections and hope to see more brands offer extended sizes.
Ted: What are the latest trends?
Jason: With 11 locations across North and South Carolina, our trends vary in each area. But what we find overall is every one of every size wants to look good, be confident and feel sexy.
Ted: Describe your price points and size ranges.
Jason: Our lingerie prices range from $20 - $200 and we offer sizes from extra small to 6X. It is important to us that all of our customers, have the opportunity to look amazing and feel sexy.
Ted: What is your typical or
average customer size?
Jason: An average or typical size customer doesn’t really exist in our stores. This is the main reason why we offer such a wide variety of sizes for men and women. Our Carolina customers come in all types of sizes, so we make sure our selection allows any size customer to find something sexy and just right for them!
Ted: What does the average customer spend per visit to your store?
Jason: Our average customer spends about $60 - $80 per visit.
Ted: Describe your customer.
Jason: Our upscale boutique style layout allows customers of all ages to feel welcome and we find that about 85% of our customers are women and couples. Our friendly, attentive staff contributes to customers returning to the stores and telling their friends about their positive shopping experience with us. Having several locations in or near popular vacation spots like Myrtle Beach and the Charlotte Motor Speedway, brings travelers from all over into our stores. Locating our stores in popular retail shopping areas brings a huge variety of customers through our doors daily.
Ted: What else can you tell us about your business?
Jason: Within the past year, we have noticed our customers appreciate the high end quality merchandise selections even more than ever! Many retailers feel the impact of the recession, negatively affected their sales and growth. Our Sactacular Holdings’ family managed to open six stores during this time. We were able to accomplish this by setting ourselves apart from our so-called competition. Our customers expect quality merchandise and are willing to pay for it. Our stores have been voted the #1 place to buy lingerie for several years by our communities.
The mega Halloween costume stores that pop up every year have not impacted our sales at all. Having a staff that is experienced in suggestive selling helps our customers not only plan for one sexy night, but for a sexy everyday lifestyle. We don’t stock the basic, packaged costumes you can find anywhere; our selections are unique and versatile, allowing our customers to enjoy their costumes all year long.
Always having a wide variety of quality corsets for our customers to choose from has positively impacted our lingerie sales the most. We were suggesting that corsets be worn out on the town, long before it became popular! Our staff can often be seen wearing our corsets with a nice skirt or dress pants while at work, showing our customers that they can wear our garments for many occasions, not just in the bedroom.
Our customer’s word of mouth is our best advertising and we have managed to keep them happy over the years by having such a great variety of sexy lingerie for all sizes. Being able to wear many of these sexy garments outside the bedroom allows the customers to get the most out of their purchases.