Nice ‘n’ Naughty are celebrating their Crystal Anniversary.
Yes it is 15 years since Nice ‘n’ Naughty opened its first shop in Chester on 31st August 1999. Fifteen years of hard work, commitment and ultimately success in the ever changing market that is Adult Retail. Fifteen years of witnessing at first hand the diversity of customers, the change in trends and more importantly of playing a leading role in shaping the industry. “I never would have thought of myself as a pioneer when we challenged Chester City Councils view in 2001 that adult stores should have blacked out windows, it just seemed right that 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” said Simon Prescott, Managing Director of Nice ‘n’ Naughty.
Nice ‘n’ Naughty recognised at an early stage that adult stores needed to shake off the stigma of being a male oriented environment and has been at the vanguard of creating a shopping experience in which women and couples feel equally comfortable in store, alongside the traditional male clients. Stores are bright, interesting, friendly and of course welcoming. Prescott believes that staff play a pivotal role in creating the environment and all staff undergo rigorous training in all aspects of product and service. Knowledgeable, helpful and friendly staff is a key to Nice ‘n’ Naughty’s success and why they have grown to 11 stores across the UK, ranging from Brighton in the south, to Newcastle in the north. Indeed Nice ‘n’ Naughty was awarded the acclaimed Investors in People award in recognition of their commitment to staff development.
However, Nice ‘n’ Naughty recognises that for a store to be successful, it must successfully integrate into the local community. That’s one reason why Nice ‘n’ Naughty sponsor local football, netball and cricket teams, as well as being involved in numerous charity events at a local and national level.
Throughout the fifteen years Nice ‘n’ Naughty’s contribution to the industry has been consistently recognised, winning the prestigious UK Retailer of the Year no less than six times, together with individual Shop of the Year and on two occasions, European Retailer of the Year. Prescott says “winning the awards is simply a reflection of the tremendous hard work and dedication of the Nice ‘n’ Naughty team. We are fortunate in having staff that genuinely care about customer service and enjoyment of our products. Whilst it would be wrong to single out any individuals, it would be equally wrong not to mention Trish Murray, the Operations Manager, who makes things tick on a daily basis. She is a mother hen to our staff, a source of council to our suppliers and an invaluable asset of the Company.”
Suppliers are another key reason for Nice ‘n’ Naughty’s continued success. Nice ‘n’ Naughty recognises and values the expertise, product knowledge, market knowledge and trend awareness of its supply chain and likes to work in true partnerships with them. Naturally, Nice ‘n’ Naughty looks to obtain the most favorable deals possible but never at the expense of quality and service. “We also listen to suppliers” says Prescott and act on their advice. For example who would have thought that Fifty Shades would have had such an effect on changing bedroom etiquettes? Fortunately our suppliers recognised this and helped us shape our product ranges to meet that demand.”
So for 15 years Nice ‘n’ Naughty has had a growing presence on UK High Streets. Fifteen years of controlled expansion, consolidation and more recently a small reduction in stores, reflecting the difficulty the High Street has seen in the last four years of the economic climate. And of course fifteen years of an ever growing internet presence for Nice ‘n’ Naughty resulting in a fantastic online offering at www.nicennaughty.co.uk
So what gift would Prescott like to celebrate the crystal anniversary? “Nothing says Prescott. Instead of receiving, I would like to celebrate by giving all our customers a 15 % discount on any purchases in September as a Thank you for helping Nice ‘n’ Naughty become the success it is today. Just pop into our stores, sing Happy Birthday (or just say it if you prefer) and they will deduct 15% from your bill. For those customers who buy on line, simply type BIRTHDAY at the checkout.
Nice ‘n’ Naughty has been an established brand on our High Street for the last fifteen years and will undoubtedly be so for the next. Their ability to recognise and adapt to change is a hall mark of the Company and this, coupled with firm financial foundations, can only see them go from strength to strength. “I would like to thank our customers for their patronage over a memorable fifteen year journey together and I eagerly look forward to the next fifteen years” Says Prescott