Most people think they know what it’s like to work in adult retail.
- They picture something awkward.
- Something simple.
- Something anyone could do.
The reality is nothing like the stereotype.
Adult retail has changed; and that’s a good thing.
Boutique stores, wellness-led spaces and women-focused retail have helped move the category forward. They’ve softened the conversation, made it more approachable, and helped normalise topics that used to sit in the shadows.
I respect that. But it’s not the whole story. Because adult retail is not one customer.
- It’s not one gender.
- It’s not one age group.
- It’s not one version of confidence, curiosity, fantasy or desire.
And that’s where the conversation sometimes becomes a little too neat.
- A boutique store can serve one type of customer very well.
- A wellness-led space can make one type of conversation feel easier.
- A curated store can remove awkwardness for some people.
But adult retail, at its fullest, is broader than that.
- It’s serving the person who knows exactly what they want.
- It’s serving the person who can barely say it out loud.
- It’s serving couples trying something new.
- It’s serving mature customers who know more than most people assume.
It’s serving first-timers, regulars, enthusiasts, gift buyers, the nervous, the confident, the curious and the “happy to give it a go” type.
That’s not always clean and polished. It’s not always easy to package into a lifestyle article. But it’s real.
And that’s exactly why the people behind the counter matter.
Our frontline teams work in a category that comes with confidence, uncertainty, humour, nerves, vulnerability and curiosity all at once. They see all of it, every day, and they have to meet people where they are.
- There is no script for that.
- There is no one-size-fits-all service model.
- There is no perfect sentence that works for everyone.
It takes maturity, emotional intelligence, product knowledge, and common sense.
And more than anything, it takes the ability to make people feel comfortable without making a performance out of it.
That skill doesn’t get enough credit.
When someone walks into a Club X store, they could be walking in with excitement, confidence, embarrassment, curiosity or a question they’ve been sitting on for months. The person behind the counter has to read that moment properly.
Not push. Not judge. Not assume. Not make it weird. Just help!
That’s the part of adult retail that rarely gets spoken about properly.
Because yes — modern stores matter.
- Better lighting matters.
- Better merchandising matters.
- Better product ranges matter.
- Better language matters.
But none of it works if the people on the floor don’t know how to carry the experience.
That’s where Club X is different
We’re not trying to serve one carefully selected version of the adult customer.
We serve adults. All kinds of adults.
- The curious.
- The confident.
- The shy.
- The experienced.
- The playful.
- The private.
- The adventurous.
- The people who know exactly who they are.
- And the people still working it out.
That’s the reality of our stores.
And when I walk through our newer stores, especially Airport West, I’m reminded that modernising Club X isn’t just about making the store look better. It’s about recognising the people in that space for the work they do.
Because they’re the ones who turn the store into an experience.
- They make people feel welcome.
- They make awkward moments easier.
- They help customers find the right product without judgement.
- They carry the history of the brand, and they’re a big part of where it goes next.
And for the right people, it’s also the kind of work that can become a career with us. That matters.
So while the industry keeps talking about boutique formats, curated wellness spaces and niche retail models, I think there’s another conversation worth having.
The stores that serve a narrow customer well deserve credit, but the teams that serve everyone well deserve respect. And that’s what our people do.
They’re not a stereotype. They’re not a punchline. They’re not what some people assume adult retail workers are.
- They’re professionals.
- They’re good at what they do.
- They understand the category.
- They understand people.
And in a business like ours, that’s the difference.
Products matter. Store design matters. Brand matters.
But the people behind the counter are what make Club X feel like Club X.
And it’s time they were recognised for it.
