Hustler's Hot New Spot in Hollywood Won't Sell Much 'Adult' Merch

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After getting booted from Sunset Boulevard by Her Goopiness, Hustler will be titillating another iconic Tinseltown stretch. California Apparel News notes that the sexy shop will reopen November 1st on Hollywood Boulevard—which lost legendary lingerie label Frederick's earlier this year—but the brand tells us an official opening date has yet to be set.

The tourist-happy boutique is taking over Suit City's former space, but don't expect Hustler to crank up the heat: the relocated shop will focus more on everyday apparel and activewear rather than grown-up goods. In an email to the industry trade pub, Hustler VP of retail Phillip Del Rio says that "our position as a lifestyle brand is growing and we need to expand departments outside of adult product to accommodate our customers."

However, Del Rio exclusively tells us that the brand is "in no way reducing the amount of adult product that the Hustler Hollywood store is selling. We are simply growing categories in addition to our ever-expanding toy selection. That department will always be a major focus of our brand."

Phew. Until a final grand opening is unveiled, note that there are plenty of other, uh, exciting options around town.

Update 9/22, 11:02am: This article originally reported that the store would reopen November 1st; the story has been updated with additional quotes and details from Hustler Hollywood.