MPassion’s business increased with "50 Shades of Grey" series popularity

If the bright pink building standing out against the Picacho Peak hillside isn’t enough to arouse the curiosity of travelers along Interstate 10, a closer look through this storefront’s windows could do the job.

If staring back is a mannequin or two in lingerie, you’ve arrived at MPassion Adult Boutique, nestled west of the Picacho Peak exit between the Arizona Nut House and the Nickerson Farms restaurant.

Regional Supervisor Jeff Valentine said many first-time customers already know what to expect when visiting MPassion, as word of mouth has quickly spread.

“Business has been great for us so far at this location,” said Regional Supervisor Jeff Valentine. “As word of our store spreads from customers who have shopped with us, and as we continue to advertise and market MPassion, our business has continued to improve month after month.”

The adult boutique, opened on Dec. 16, 2011, replaced a former Circle K convenience store. As with sister company The Lion’s Den, MPassion’s selected location just off the interstate was no random choice.

“We chose this location for a number of reasons, the first being the beautiful surroundings with Picacho Peak directly behind the store, and another being our business model for MPassion and The Lion’s Den,” said Valentine. “Most of our stores are off the freeways so that customers do not have to drive through large cities to get to our stores.”

Upon arrival, guests will find the store quite welcoming, with a friendly staff, open and bright atmosphere, and wide array of “goodies” to choose from.

Adult-themed games, toys, lingerie, DVDs and magazines are only the beginning.

According to Valentine, one of the store’s most popular items is the New York Times best seller, and sexually themed, “50 Shades of Grey,” the first novel of the “Fifty Shades” series.

“The popularity of that series has really done a lot to help women explore their sexual desires without feeling that it is taboo or wrong,” said Valentine. “The series has definitely had a very positive effect on our business.”

The novel has sold so well at MPassion that the store has taken it a step further, offering an Intimate Fantasy Set.

“This includes many of the ‘props’ mentioned in the book,” said Valentine. “Some (of our) stores sold out in the first weekend. We’ve also been using ‘fantasy’ imagery in an outdoor billboard campaign in some markets. We are seeing customers who have read the books come in with shopping lists that they have made from reading 50 Shades.

So, who makes up the majority of MPassion’s clientele? Believe it or not, it’s not the truck drivers, though they do pop in occasionally.

“We see customers from all demographics, but we are seeing a lot of couples and female customers,” said Valentine.

Valentine said women appreciate the variety of lingerie, from small sizes to 4x, while couples tend to enjoy the large variety of adult toys.

The store also sees a lot of repeat customers, including one unnamed man who visited MPassion the first seven days in a row after it opened.

Has the store’s presence been met with any resistance? Not according to Valentine.

“The reception has been very positive,” said Valentine. “The biggest shock to anyone is that we have a very nice, clean, well stocked and well lit store. It’s not a black building with blacked out windows like some adult shops. It’s a very inviting place. I would like to invite everyone in to come see our store and the excellent customer service we offer here at MPassion.”

MPassion will be holding a “50 Shades” theme night on Sept. 27 from 7 p.m. to 9 p.m. All women will receive 20 percent off, and there will be giveaways, samples, refreshments, and informational tables set up.

• MPassion is open 24 hours a day, seven days a week.

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