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Photos: A First Look At Hustler's New Hollywood Store (NSFW)

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Hustler will host the official grand opening of its new store on Hollywood Blvd. on Saturday, April 9. Here's a first look inside the new store, and all the NSFW things you can buy there.

Hustler Hollywood will finally be on its namesake street when its new store at 6540 Hollywood Blvd. officially opens on April 9. It's not clear whether Hustler's iconic Sunset Strip location—in business since 1998—will close, or if so, when. Hustler sold the building, but has since renewed their lease with the new building owners twice, according to Hustler VP of Retail Philip Del Rio. Plans for the Sunset location have included a hotel or a private club, but as for now, the store remains open with no definite plans of shutting down.

The Hollywood shop is pointed more towards visitors, Del Rio said, while the Sunset location will continue to serve long-time local customers.

"Sunset was a major tourist street, and it's not like that anymore," Del Rio said. "It has a much different vibe than it had 10 or 15 years ago. With Hollywood, we're looking to attract more tourists."

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He also noted that Hollywood, as both a place and an idea, is important to founder Larry Flynt.

"Larry doesn't call his stores Hustler, he calls them Hustler Hollywood for a reason, because he thinks the brand is glamorous and sophisticated just like Hollywood," Del Rio said. "So, to actually be in Hollywood on Hollywood Blvd. means something."

The shop is stocked with many branded products, which Del Rio said tourists tend to gravitate towards. In the few days the store has been soft open, he said apparel sales have been big. What's better than going back to Nebraska in your "I <3 Hustler" hat and Hustler booty shorts, huh? The shop also has an expanded novelty section for when you need to embarrass your friends on the precipice of marriage with pasta in the shape of genitals.

But apart from Hustler's branded products and extensive array of penis- and boob-shaped gifts, they are also in the business of honoring sexuality. Neither store is hidden around a corner, and the stores are brightly lit and have open floor plans. Their windows aren't blacked out or covered with paper, but look right into the store.

"We're a mainstream retailer," Del Rio told LAist. "We don't conform to the normal template of what an 'adult' store is all about. We don't really consider ourselves an adult store, and we don't want to market ourselves that way. We want to be in your face. Yes, we have adult products, but we're a lifestyle brand. There should be no reason why you shouldn't be seen in our stores. Sex should be celebrated and being sexy—whether it's buying an adult item or lingerie—should be celebrated."

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The store is also inclusive, with products for the LGBTQ community as well. Del Rio, who has been with the company for over two years and is himself gay, said he's tried to expand the company's assortment to attract all customers, and noted that the new store is only a block away from the LGBT Center on Schrader.

The Hustler Hollywood store opens at 6540 Hollywood Blvd. on Saturday, April 9 at 6:30 p.m. In attendance will be Hustler founder Larry Flynt himself signing issues of Hustler magazine, and adult actress Alexis Texas. There will also be plenty of deals going on, including a free gift from local adult toy manufacturer Doc Johnson with purchase, gift bags, raffles, games and complimentary drinks.