Nice n Naughty

The UK’s fastest growing adult chain Nice ‘n’ Naughty is preparing to celebrate another milestone.

Next month the millionth customer will pass through one of the group’s 11 stores.

Richard Allmark, Nice ‘n’ Naughty’s national retail manager, said the lucky person was in for a fantastic surprise.

“Whoever is the millionth customer will walk away with £1,000 worth of store goodies.

“All of our stores measure footfall on a daily basis so we know we are on track to achieve the milestone of a million customers in June. It may take us 24 hours to identify who that millionth customer was but once we know who they are they’re in line for a real treat with £1,000 to spend at a store of their choice,” he said.

Simon Prescott, 35, established Nice ‘n’ Naughty in Chester nine years ago. He was joined three months later by co-director and partner Trish Murray.

Today Nice ‘n’ Naughty has 11 stores across the North West, including two stores in Liverpool and others in Manchester, Lancashire, Mid Wales and the Midlands.

“Adult shops are a booming business and obviously something which there will always be a call for. Sex is something which is in everyone’s lives. It is on the television, it is all around us, it is what makes the world go around so I am convinced that business can only go from strength to strength.”

Nice ‘n’ Naughty is the only licensed chain within the UK to earn an Investor In People Award for the way it operates its business. This year the award, which recognises staff development, business planning and customer relations, was re-accredited.

The business has also won the ETO Adult Industry Award Retailer of the Year Award for three consecutive years.

Simon added: “The business was built on customer care which in turn generated customer loyalty. We’re delighted we can reward our millionth customer with a fantastic prize. This is a company committed to developing public awareness of changes within the adult industry and eliminating the stigma and perceptions associated with adult shops.”

Nice ‘n’ Naughty’s Claudine Thelwell and colleague Louise Jones with a selection of goodies on offer to the lucky millionth customer

ADULT store Nice ‘n’ Naughty is adding some fun to this summer’s Olympic Games by supplying the Great Britain team with condoms.

More than 300 athletes and 200 officials will be sent their own personal supply of contraceptives to help them through the Olympic warm up and 16 days of intense competition.

The condoms will be specially branded and come in red, white and blue to ensure the team continues to wave the flag while in Beijing.

Nice ‘n’ Naughty director Simon Prescott says he also wants to make sure Great Britain’s athletes come home without any unwanted trophies from the trip.

“The Games are designed to bring nations together.  We want those cultural exchanges to be as enjoyable as possible, so what better way to support the team than with a gift everyone, both winners and losers, can use.

“We’ve all heard the stories about athletes abstaining from sex before a big sporting event but what happens when they are not under starter’s orders and want to relax. We also want Team GB to demonstrate the importance of safe sex to a worldwide audience,” said Simon, who also intends supplying other national teams.

“We manufacture Nice ‘n’ Naughty condoms in China so we can easily supply other teams if they want to follow the British example. Regardless of their performances on the track, field or pool we’re determined to help the athletes raise the bar in any bedroom games,” he added.

A letter has been sent to Ed Warner, head of UK Athletics, offering the Nice ‘n’ Naughty condoms.

“We’re awaiting a delivery address and details of the team’s exact requirements,” added Simon.

Around 10,500 elite athletes from around the world compete for the 302 gold medals on offer across 28 sports. The opening ceremony is on August 8 with the curtain coming down on the Games on August 24.

NICE ‘n’ Naughty’s domination of the British adult retail market will be put to the test again at the 2008 ETO Awards in July. Details can be found on www.erotictradeonly.com

The company, one of the UK’s fastest growing adult chains has landed the Best Retailer Oscar three years on the bounce.

This year, Nice N Naughty have been shortlisted in the top 5 retailers in the whole of the country, alongside the likes of Ann Summers and Private Shops.

Nice ‘n’ Naughty director (Simon Prescott) is confident his team can retain their crown.

“It’s been a tough challenging year for Nice ‘n’ Naughty but we’ve lost none of our appetite for success. That’s why we want the Retailer of the Year award for an unprecedented four years running,” he said.

Trish Murray, Retail Director had this to say: “The hardworking retail team at Nice N Naughty deserve recognition of their efforts and it would keep team morale up knowing their peers have voted for them”.

In addition, Bruce Hamilton from consultancy Hexed has recently signed a 3year contract to grow and develop the Nice N Naughty website (www.nicennaughty.co.uk) and was delighted to hear the chains online shop has also been short listed for Best Retail Website. He can clearly see the potential of the successful Retail chain’s online presence. Bruce had this to say: “Nice N Naughty are a great team and I believe we can work together to create the best online shopping experience available for all their customers”.

Nice ‘n’ Naughty have also been nominated as ETO’s Best R18 DVD Wholesaler of the Year and in partnership with Wicked Pictures Best Overseas Film Brand.

“We expanded into the UK & Eire soft and hardcore DVD wholesale market 3 years ago, and we’re delighted to be chosen as a finalist as we are a relative newcomer to wholesale distribution,”

“As we move into our 2nd year of distributing the Vouyer Media brand we anticipate an extremely busy remainder of 2008 leading into 2009 with the release of many new titles under this well established and highly acclaimed multiple award winning brand”, Simon added.

ETO said: “Wicked can thank its UK distributor Nice ‘n’ Naughty Wholesale for making great efforts to promote the brand on these shores. Standout Wicked titles include Supernatural, Manhunters, which have both been nominated this year, and Fuck.”

With Supernatural already winning ETO’s film of month hopes are high it can land the overall Best Overseas film at the awards on July 27. The awards are part of the European Trade Only expo in the United Kingdom.

ETO already described the film as “head and shoulders above your average porno.”

“It adds a degree of emotional charge to what are already cracking sex scenes,” the magazine went on to say.

Of Manhunters, ETO said: “Wicked Pictures’ three disc epic is one of the most elaborately packaged porn DVDs on the market and Nice ‘n’ Naughty Wholesale should be applauded for maintaining the US version’s look and feel. This is a movie that demands attention.”

The ETO Show is a trade event that brings together about 80 of the biggest names in the adult industry to conduct business at the National Exhibition Centre.

For more information on Nice ‘n’ Naughty Wholesale visit www.nicennaughtywholesale.co.uk

ADULT store Nice ‘n’ Naughty is celebrating a breakthrough in reducing sex shop licence fees at some of its stores and is now offering other retailers a helping hand to do the same.

Richard Allmark, Nice ‘n’ Naughty’s national retail manager, said the 11-strong chain, one of the fastest growing in the UK, has already achieved 25 per cent reductions in licence renewal fees and is pressing for further cuts of up to 80 per cent.

“It really comes down to being brave enough to mount a challenge and presenting your case in the right way. We’ve written to council’s asking them to justify the increases. So far authorities in half of the areas in which we operate have agreed to reconsider and reduce the fees,” he said.

Nice ‘n’ Naughty campaigned and successfully reduced the renewal fee from £5,400 to £4,500 at its store in Wednesbury in the West Midlands.

And in Bangor, Gwynedd, after a three-year battle with the local authority to get the store licensed Nice ‘n’ Naughty have also negotiated the renewal fee downwards from £2,820 to £1,450.

“I think it’s important that all members of the Adult Industry Trade Association continue to lobby hard for licensing committees to reconsider the fees levied on sex shops.

“If we at Nice ‘n’ Naughty can help other retailers achieve reductions we are happy to do so. I can make available templates of the letters we’ve used to negotiate with local authorities. All people need to do is e-mail me. I’m also happy to offer any advice we’ve picked up from challenging these charges,” added Richard.

He also advised other retailers to raise their profile in the local community.

“We focus heavily on marketing our stores through the local press. We get involved with charitable causes and local events. It helps to raise our profile and breaks down the myths associated with adult shops. We’ve also just been re-awarded Investor in People accreditation which demonstrates our commitment as an employer to the business community,” he said.

Nic ‘n’ Naughty also praised AITA Chairman Mike McCann and Stuart Inglis and the AITA committee for laying the foundations to achieve the breakthrough in reducing license fees.

“We work hand in hand with AITA to reduce fees. Together we are stronger and we must continue to encourage more members to join,” added Richard.

To contact Richard e-mail: richard@nicennaughty.co.uk