Nice & Naughty celebrate turning 21
Trish Murray, Director of Nice ‘n’ Naughty looks back at the last 21 years as the company hits a significant milestone.
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.
