The newly created company – a consortium of private investors with licensing rights to the Hustler brand – is to run an ‘upscale’ campaign to create a celebrity aura around it.
The first department store is due to open in the capital in the autumn, with two more launching within six months. Four stores already exist in the US.
The shop is described as the UK’s ‘first-ever conceptual erotic’ department store, selling a range of adult products.
Jackie Cooper PR founding partner Robert Phillips said: ‘The first wave will be to establish Hustler Hollywood UK’s business credentials and then run a consumer push targeting women’s and men’s glossies and the national press.’