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Nice 'n' Naughty

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From Part-time to CEO...

A new CEO for Nice 'n' Naughty

Link Here8th June 2020

March 1st, 2020 saw the appointment of Nice 'n' Naughty's first CEO in its 21-year history, and that lady was no stranger to the company. Emma Humphreys, who headed the organisation of the company's annual awards night, is well known in the industry and has always been a major part of the Nice 'n' Naughty family.

Having started with Nice 'n' Naughty 10 years ago this coming August, as a part time accounts assistant, Emma's dedication to the business has seen her grow within the company to the position she is recognised with today, Chief Executive Officer,

During her journey with Nice 'n' Naughty, she has progressed from her part time roll in Accounts, to head of HR, Health and Safety and has handled the licensing of the company's stores for the last 8 years and most recently has taken on the company payroll as well as additional accounts duties.

Emma was a key player in the team who were instrumental in sourcing the purpose-built headquarters and website space within the heart of one of Cheshire's major towns, utilising skills to design and organise the transition from two separate locations into this new hub of industry in Warrington. Without her hard work and determination, the license of the new Boutique store on Sankey Street in Warrington would have also been an impossible task.

Trish Murray, Director, commented:

Emma has the 2020 vison that both myself and Simon Prescott have for the company. There is not a single member of the Nice 'n' Naughty team that doesn't hold Emma in the highest of regards, and having been with Nice 'n' Naughty from the beginning, I was impressed with how Emma worked with the council on the application of the new Boutique store, all this while still doing the school run every day!

Emma is affectionately known as the Mother of the Team and is held in the highest of esteem by the whole team, who know they can contact her at any time, and this new role not only reflects her position in the company but is also reflective of the 10 years of loyal commitment to Nice 'n' Naughty and all its team.

Since the UK went in to lockdown with Covid-19, Emma has been a one woman powerhouse for the company, not only ensuring the website runs smoothly, with its orders processed and dispatched daily, but also ensuring support to every single member of the team, from the director down.

Telephone calls and WhatsApp messages have been at the core of her communication with all the Nice 'n' Naughty family, keeping us all connected with each other through these unprecedented times. All the while, Emma takes on her additional role as home teacher to her family. As we prepare to re-open the stores, Emma is also sourcing the specific safety and hygienic items needed for our staff and customers to ensure they are safe and secure.

Emma Humphreys, new CEO of Nice 'n' Naughty said:

I am honoured to be offered this position and will continue to support both Directors and all the staff in every way I can. Nice 'n' Naughty is such a unique company in this industry, as we all work together to create an environment that is both perfect for the customer and the employee. I have always been aware that the people within this company gives it its strength, and I am an example of how the company invests in the team and see's the potential that each one of us has and strives for us to achieve this. I will take on this new role knowing the future is going to be incredible for all of us.


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Shops: Bangor

Nice n Naughty logo

Nice 'n' Naughty
High Street
LL57 1NP

The shop opened  on January 3rd 2005 and received a license in November 2006. It closed in 2019.

Customers are now invited to shop online with a 10% discount (excluding sales) using the discount code BANG10 at:

Shops: Brighton

Nice n Naughty logo

Nice 'n' Naughty
32 St James' Street

Mon-Sat: 10am-8pm
Sun: 11am-6pm

Nice 'n' Naughty Brighton

Facebook Brighton

Instagram: @nicennaughtybrighton
Twitter: @NNNBrighton

Tel: 01273 626 442

Licensed shop which changed from Clone Zone to Nice 'n' Naughty in February 2009.


Review from Les, August 2019: A gem of a find

Visited Brighton over Pride for the first time this year, and found this perfect shop on St James St. Been to Brighton before, but never here, and what a mistake. It's a fantastic shop with really helpful staff and a vast array of products, and ended up with a bag full of joy! I will definitely be back and will happily tell all my friends to pay it a visit when they are in Brighton. A true gem in the adult shops.

Chris visited the Brighton Nice 'n' Naughty

I was greeted by a really nice girl (think she was the naughty one LOL). Something that was a surprise in the shop, as normally when I nip in to a gay store, you normally get ignored by the staff!

It had some really nice bits, and seemed to cater for us gay boys and girls really well. I ended up getting a couple of dvds on a multi buy offer, and to my surprise was actually given some customer service!

They had a suggestion box on the counter, and the boy and girl there were really sweet and helpful.

So going to wish the new guys n gals there a lot of luck for the future, nice to see a shop that looks after its customers and willing to get them what they want in a shop.

Shops: Bristol

Nice n Naughty logo

Nice 'n' Naughty
Colston Street

Previously Clone Zone which became Nice 'n' Naughty in early 2009. The shop closed in November 2019.

  Customers are now invited to shop online with a 10% discount (excluding sales) using the discount code BRISTOL10 at:

Shops: Chester

Nice n Naughty logo

Nice 'n' Naughty
129 Brook Street
(Near train station)

Mon-Sat: 9am-8pm
Sun 10am-5pm

Nice n Naughty Chester

Facebook Chester

Instagram: @nnnchester
Twitter: @NNNChester

Tel: 01244 350123



Review from ETO's Mystery Shopper, May 2018: Enjoyable

R18s at £30, £25 and clearance lines at £10, all with multi buy offers.

An enjoyable retail experience with a friendly and helpful manager.

News, August 2013: 15th Anniversary

Nice 'n' Naughty opened its first store in Chester on 31st August 1999. The shop's management has spent the 15 years modernising its image and making for an attractive and enjoyable shopping experience.

The store now boasts a colourful shop front and sponsorship agreements with local football, cricket and netball teams. Managing director Simon Prescott told the Leader:

I never would have thought of myself as a pioneer when we challenged Chester City Council's view in 2001 that adult stores should have blacked out windows, it just seemed right we be allowed to put mannequins on display. In reality Nice 'n' Naughty set a new trend, which was not only followed by our other stores, but many of those in the industry.

The policy has worked well and the firm has expanded to 11 stores from Brighton to Newcastle.

News, May 2013: Award Nomination
Nice 'n' Naughty in Chester has been nominated for Best Individual Shop for the 2013 Erotic Trade Only (ETO) Award

Review from Tina, March 2009: Accolades Merited

I know that you have a mass of reviews for this shop but I had to say that because of the reviews I visited the shop today and found that all of the accolades were extremely merited - very friendly and unobtrusive staff (how do they get that balance right?) excellent range and good prices - both in and outside the sale.

I will definitely be going back!

From Nice Nice ‘n' Naughty: Doubled Up

Nice n Naughty in Chester has doubled in size taking over the shop next door and has over a 1000 titles of Original VHS/DVD's in stock. We believe one of the largest and most up to date shops in the country. Stocking all available R18 titles as they are released. Still as friendly as ever.

Shops: Liverpool

Nice n Naughty logo

Nice 'n' Naughty
Colquitt Street
L1 4DE

The store opened in 2007 and closed in 2019

Customers are now invited to shop online with a 10% discount (excluding sales) using the discount code LIV10 at:

Shops: Newcastle

Nice n Naughty logo

Nice 'n' Naughty
Scotswood Road

Originally Clone Zone but became Nice 'n' Naughty in early 2009. It closed in 2019

Customers are now invited to shop online with a 10% discount (excluding sales) using the discount code NEW10 at:

Shops: Warrington

Nice n Naughty logo

Nice 'n' Naughty
Unit 5 Crown Parade
Under the Arches - Central Station

Mon-Fri: 10am-6pm.
Sat: 9am-6pm

Nice 'n' Naughty Warrington  

Facebook Warrington

Instagram: nicennaughty_warrington
Twitter: @NNNWarrington

Tel 01925 638660

Licensed shop since 2003. Set to relocate to 66 Sankey Street on 2nd March 2020,


We have opened a shop in Warrington, Cheshire which is one of the largest shops in Europe with a floor space of nearly 4000 square feet. It has to be the largest in the UK. We have a massive range of clothing and adult products. Well worth a visit. Now stocking over 1500 DVD/VHS. Friendly staff, browsers welcome. It was granted a sex shop license on July 8th 2003.

In July 2008, the Warrington Nice 'n' Naughty shop will be the first adult retail store short listed to win an “Award for Business” at a glittering gala in Warrington, Cheshire. Nice n Naughty have been short listed to the final 2 for the “Buisness of the Year” Award out of approximately 1000 businesses in the catchment area.

Nice n Naughty had to meet a stringent criteria, which included providing quality throughout the organisation's structure, strong communications, and good employee/employer relations; all of which were highlighted when Nice n Naughty successfully retained their 'Investors In People' Status at their recent reassessment earlier this year.

Shops: Wigan


Nice n Naughty logo

Nice 'n' Naughty
Unit 7, Under the Arches
Queen Street


Licensed. Closed in February 2020.

Customers are now invited to shop online at:


Nice 'n' Naughty

Enjoy better sex

Nice 'n' Naughty has been voted the best adult retailer in the UK and Europe and our objective is simple - to help people enjoy a better sex life. Whatever your sexual orientation, we have something to offer.

 - Free UK delivery for orders over £ 35

 - Absolute discretion

 - Call free for help or orders
0808 188 9444

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