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Town’s only licensed sex shop going up market with new boutique

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WARRINGTON’S first and only licensed sex shop is on the move to new up market boutique premises on Sankey Street after trading in the town for more than 18 years without any known complaints.

While many retailers are abandoning the high street, Nice ‘n’ Naughty is moving from its existing premises under the arches on Crown Street, to new premises on Sankey Street, after successfully gaining a new licence from Warrington Borough Council.

They are currently finalising the design and finishes for the boutique which is due to open on the February 10 in time for Valentine’s Day.

Director Simon Prescott, who launched Nice ‘n’ Naughty in 1999, said: “We have invested significantly to ensure the store will attract customers, old and new, as we continue to market to women and couples of Warrington and the surrounding areas.

“The location of the new store was selected as it is in a retail shopping area, surrounded by specialised businesses, licensed bars and eateries and is in keeping with the new boutique image we are opening.”

The company has had 15 stores across 14 councils but now has stores in Chester, Warrington, Wigan and Brighton.

They also have a huge online presence and very successful website at www.nicennaughty.co.uk

“The change in the High Street has resulted in us streamlining, redesigning and modernising our stores, as many retailers are doing, to survive the challenges of online shopping competition.

Simon added: “Nice ‘n’ Naughty is proud to have traded in Warrington town centre for nearly 18 years. We have been licensed by Warrington Borough Council since July 2002 and have had our licence renewed each consecutive year without any objection.

“Nice ‘n’ Naughty have never received a single complaint to our knowledge and have worked closely with the licensing department to ensure that we fully comply with all licensing conditions.”
The company achieved Investor in People status in 2005 and were nominated for the Cheshire Business Awards in 2008.

During the past 20 years they have integrated closely with the community and several local sporting clubs, including Warrington Wolves, supporting several players testimonials including, Mark Hilton, Ben Westwood, Mike Wainwright and Lee Briers. They have received numerous Industry awards such as Retailer of the Year, Best Retail Chain and Simon was personally awarded Services to the Industry.

Explaining the need for a “Sex Shop” licence Simon added: The 1982 Miscellaneous Provision Acts states that we are applying for a ‘Sex Shop Licence. A sweet shop sell sweets. A fruit & veg shop sells fruit and veg. We are determined as a Sex Shop, but we do not sell Sex. We prefer the label “Adult Retail Store/Boutique” which is more in line with the image of 2020 and the female and couples’ market that we attract. The ‘Sex Shop’ label quite often generates an image in people’s minds of blacked out seedy shops of the 1970s & 80s

“We have spent 20 years working to change the stigma and preconceived ideas of adult retail stores to help alleviate these concerns.”

Nice ‘n’ Naughty have employed an interior designer and local shop fitting company to complete the work on the new Sankey Street Boutique.
The entrance and interior have been designed to allow wheelchair access as they want to be accessible to all and already have several customers who are wheelchair bound.

The window design will be changed four times a year, and will be similar in design to Victoria’s Secret or Agent Provocateur boutiques.

All the Warrington Nice ‘n’ Naughty staff are parents and driven by family values.

Simon does a lot of work with local charities in the North West and has raised a lot of money for the local area, including children’s charities as well as volunteering with numerous homeless organisations.

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About Author

Experienced journalist for more than 35 years. Managing Director of magazine publishing group with six in-house titles and on-line daily newspaper for Warrington. Experienced writer, photographer, PR consultant and media expert having written for local, regional and national newspapers. Specialties: PR, media, social networking, photographer, networking, advertising, sales, media crisis management. Patron Tim Parry Johnathan Ball Foundation for Peace. Trustee Warrington Disability Partnership. Former Chairman of Warrington Town FC.

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