Since beginning what can only be described as an unforgettable adventure back in 1999 when the doors first opened at 129 Brook Street, Chester, Nice 'n' Naughty have been an adult chain that has happily changed with the times.
For 21 years, Nice 'n' Naughty have been trend setters in the adult industry, from the early days where they challenged Chester City Council to be allowed to put mannequins in their store windows to the present day where they battled
to take their rightful place on the High Street.
Located on Sankey Street, a main thoroughfare in Warrington, Boutique by Nice & Naughty is the new face of the company and a flagship store for the adult industry, offering a truly unique customer experience.
Trish Murray, who has been with the company from the very beginning, has seen not only the adult industry change in the past 21 years but also the general shopping experience, she explains; "the High Street as we know it has changed drastically over
the years, and for any company to survive in bricks and mortar stores, you must evolve."
"Following a luxurious refurbishment of the very first Nice 'n' Naughty store in Chester, we saw the potential that the Boutique
model offered, giving our customers not only the best products on the market and outstanding customer service, but also a superior shopping environment and we have replicated this in the new Sankey Street store and will continue with this theme in 2021
in Brighton."
As life has been anything but normal this year Trish is proud that the company has been able to support and look after all their staff throughout what has been a challenging time. Trish says, "The decision
was made by our Senior Team, to close the stores prior to the Government announcement. We have parents and some staff who are high risk and we felt our responsibility to protect them was greater than it was to open the stores. We also guaranteed everyone
100% of their pay including any bonuses earnt so that there was no additional stress or worry and it was the right decision. We are now enjoying being back and having that interaction with our customers once again, albeit at a safe distance."
Nice 'n' Naughty have remained accessible via their Website throughout the pandemic offering home delivery across the country and have tried to brighten the mood a little via their multiple Social Media platforms. The Website is
currently going through its own transition as well to remain in line with the new store format. "Our website has been a key tool for customers during the pandemic, being able to offer our customers a continued service whilst the stores were closed
has been fantastic. We are now looking at making some updates that will make the online shopping experience cleaner and crisper and we are excited to see its completion" explains Trish.
As Trish Murray looks back at the Nice 'n' Naughty journey, she says that there is nothing she would change about the past 21 years in the adult industry, "I have been around the world, met suppliers and celebrities, been nominated for and won
many awards and made some life long friends, but I have also come full circle, back to the town I was born and raised in and back on the street where I began my working career. I still love coming to work and that is because Nice 'n' Naughty is a family
and a great place to be."
Looking to the future, she envisions shops where the customers can sit and relax with a barista coffee whilst browsing and discussing the options of the products available with experienced and
knowledgeable staff to offer the best advice and guidance.
With their streamlined business model, fantastic looking Warrington & Chester stores and their up and coming new look Brighton store and website, Nice 'n' Naughty, led
by Trish, boldly step forward with confidence and are looking forward to the challenges ahead of the next 21 years.
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.
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
From chesterfirst.co.uk
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.
Nice 'n' Naughty in Warrington closed the Crown Parade shop when shops closed for coronavirus lockdown in March 2020. After the end of lockdown on 15th June
2020, Boutique by Nice 'n' Naughty opened nearby at 66 Shankey Street.
News from Nice 'n' Naughty, January 2020: From Back Street to Boutique
Eighteen years ago, when Nice 'n' Naughty first opened on Crown Street in Warrington it was the very first licensed adult store in the Borough. On the 15th June 2020 we will bring adult retail into a modern retail environment when we open the
doors to our new luxurious Boutique store on Sankey Street.
The location of our new store, in a retail shopping area, surrounded by specialised businesses, licensed bars and eateries, is not only keeping with the new boutique
image we are launching, but was selected due to the ever-changing face of UK retail in general.
The Crown Street store that opened in 2002, has become a victim of its own success, with the modern-day customer demanding a more
intimate, sophisticated shopping experience that a store in a railway arch just cannot provide. The new boutique store has given us the opportunity to consult with interior designers to create a shopping experience deserved of this new era in retail.
Nice 'n' Naughty has in conjunction with the designers and Warrington based shop fitters, created a boutique store that will ensure we continue to cater for our core market, which over the last 5 years has seen an increase in females and couples of all
genres.
Trish Murray, a Warrington lady herself and a driving force behind the new store shared her thoughts:
"We are proud to be part of the Warrington community and share the vision of
equality and diversity. We have spent 20 years working to change the stigma and preconceived ideas of the 'Adult Retail Store', and have always preferred this label, but in this new era the customer demands a "Boutique", which is more in line
with 2020 and the female and couples' market that we attract. We have worked closely with Warrington Borough Council and their Licensing Department to ensure the requirements of the licence we have been granted are not only met but have been
exceeded"
After trading in the town for 20 years, we have built a very loyal customer base who have been the backbone of the store along with the staff who have a combined experience of over 35 years . Our
customer loyalty was recently reinforced with the positive comments that were received across multiple social media posts during our licence application process for the Sankey Street store, with the company receiving overwhelming support from customers
and local businesses alike, many of whom demonstrated this by writing to the council in support of us.
With the High Street changing dramatically over the past 10 years, businesses need to adapt to survive. Nice 'n' Naughty are no
different than any other retailer out there who are competing with Online shopping trends. Relocating and upgrading to a boutique style store shows our commitment to continue to provide a new and improved shopping experience to our existing customers,
and the ability to attract new customers who may be more aware of our online competition. Bricks and mortar retailers need to ensure that they offer high quality products, knowledgeable staff and a luxurious shopping experience to compete with the online
competition and this can be found in abundance at our new Nice & Naughty Boutique.
Our new store located at Unit 2, 66 Sankey Street, will be open from 9.30am to 6.00pm Monday to Saturday, in keeping with many other retail
stores in the area and in the near future will open on a Sunday.
Nice & Naughty obtained the license to ensure it can continue to supply our loyal customers with R18 hardcore DVD's and a vast selection of adult products.
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.
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.
