SWITZERLAND. Private Media Group, which describes itself as “a worldwide leader in premium-quality adult entertainment products, services and Internet content” has signed an agreement to open a “˜Private Center’ in the new landside Airport Shopping Centre at Zürich International Airport.
The store, which is scheduled for opening in early December, is the latest development in Private Media Group’s licensing initiative.
The company said the opening of its first dedicated Private Center marks a major step in an already successful travel retail development. It claimed that in less than a year the brand has established a dedicated presence in airside retail outlets at Amsterdam Airport Schiphol, Brussels International Airport, Copenhagen Kastrup Airport, Vienna International Airport and Zürich Airport, as well eight of Stena Line’s North Sea ferries.
It said: “Sales at these outlets are showing impressive growth. Since the start in Vienna its [the retailer’s] overall adult DVD sales volume have increased +100%. The increase was derived from replacing products taken from a big selection of many different adult brands with Private products only. The evolution of sales in Vienna proves that focusing on content quality and brand name is more important than diversity.”
Private Chairman and CEO Berth Milton commented: “Our initial experience in travel retail has shown us that both male and female consumers are ready for a new experience in erotic lifestyle retailing -smart, classy, and sexy are the attributes which set off Private’s very professional concept. The potential for the market has been clearly demonstrated and we expect the flagship store in Zürich to open the way for Private Centers in travel retail and other urban locations.
“With Private Centers we will bridge the gap between traditional adult and mainstream lifestyle retail, offering a new shopping experience in an environment that puts the high-end, sophisticated consumer at ease.”
Through its Licensing Division, Private allows retailers to buy into the Private brand through licensing agreements to either upgrade their existing retail points of sale or develop new outlets. The product range on offer will range from traditional adult to lifestyle Private-branded products, including lingerie and wine selections.
About Private Media Group: Private is a leading global adult entertainment company that distributes its content over a wide range of media platforms, including narrow and broadband Internet, DVD and video, magazines, broadcasting and wireless technologies. It claims to own the worldwide rights to the largest archive of high quality adult content in the world, which it distributes in over 40 countries.
