Dustin Flynt Reflects on 25 Years in Retail

LOS ANGELES—Veteran retailer Dustin Flynt says one of his favorite aspects of the adult business—aside from customer service—is connecting with the vendors and manufacturers. As he celebrates 25 years in the pleasure products industry, the president of Dusty’s—an upscale sexual wellness brand that operates two retail locations and an eCommerce sales and fulfillment outlet—explains that vendors and manufacturers have come to know that his buying team is discerning about what they sell. “Because our customers expect the best, whether they're shopping online or in our stores,” Flynt says. “When it comes to retail, success is in the details. “Our staff is well-trained and able to answer all questions, whether it's a product recommendation for a couple new to adult toys or what type of lubricant won't irritate a sexually transmitted disease. We believe our commitment to quality customer service sets us apart from our competitors.” Growing up with a front-row seat to his family's battle for free speech, Dustin takes pride in continuing their mission as he works to further the industry’s mainstream acceptance. To that end, Flynt has tailored his business to cater to the needs of all customers, regardless of sexual orientation or relationship status. "Pleasure products used to be a strictly male-driven industry," Dustin says. "Now, in addition to addressing men's needs, the industry is recognizing the importance of women's needs and desires, acknowledging that women have the same rights as men to explore their sexual health and its impact on our physical, emotional, and social well-being." Flynt has been determined to ensure that his stores are welcoming, inclusive, clean spaces that are staffed by knowledgeable and non-judgmental clerks. "Pleasure product stores used to be places where men would shop alone and come in looking both ways to make sure no one saw them," Dustin continues. "Today in my stores, you're just as likely to see couples shopping together as you are to see soccer moms shopping alone or with friends." He wants to continue to dismantle the stigma of sexually oriented products and with that he says technological innovation is essential, as it broadens the potential consumer base beyond what was previously imaginable. “I remember when my dad first opened his stores," Flynt says, referring to his father Jimmy. “It was basically VHS tapes and T-shirts. No one knew about the benefits of Kegel balls or dreamed of toys that could be controlled by an app for yourself or with a partner thousands of miles away. Thanks to technology, consumers are more educated about their sexual health than at any point in history." These technological advances offer new opportunities for the pleasure products industry, according to Flynt, who is currently collaborating with manufacturers to develop a private-label brand of luxury pleasure products. In addition to exploring private-label lines, Flynt is also expanding retail operations in other markets and online. “There will always be close-minded conservatives attempting to block our inalienable right to freedom of expression, but at Dusty's, we'll always be a source for sexual wellness for everyone because, as long as it's consensual, it's not wrong,” Dustin adds. “A wise man once said ‘Relax — It's just sex.’ That man was my dad, Jimmy, and those words still bear repeating.” Dustin’s own journey in the adult business began in Cincinnati with the opening of Hustler’s News & Gifts 25 years ago. As a multi-generational retailer, he now owns two retail locations in Ohio and Kentucky. Both sell intimate care products focusing on the sexual health and wellness of its customers.  He also manages a successful eCommerce platform for a more discreet shopping experience. The Dusty’s brand will be expanding into other markets in the near future.