How this Matamoros-based adult retailer is defying odds and breaking barriers in the pleasure industry.
(NOTE: This story appears in the June 2025 issue of SE Magazine.)
Eighteen years ago, Sex Shop Matamoros store chain owner Polo Medina took a bold step by opening Matamoros’ first welcoming adult retail store, envisioning a safe, friendly environment catering to couples and women. Inspired by visits to adult boutiques in Texas and determined to overcome local cultural stigmas, Medina and his wife, Laura, created a unique business model emphasizing discretion, comfort and attentive customer care.
In this exclusive interview with StorErotica Legal Correspondent Larry Kaplan, Medina shares how he navigated initial skepticism, built a successful chain of three adult retail stores and adapted his business to changing demographics and customer needs. From carefully curating products to pioneering discreet store designs, Medina discusses the strategies that have earned his shops a loyal customer base spanning northeastern Mexico and neighboring Texas border towns.
SE: Tell me about your stores.
Medina: We operate three locations within Matamoros in the northeastern Mexican state of Tamaulipas and distribute to smaller towns in the surrounding area. We currently have seven employees, all female. After a challenging first five years, we’ve built a strong customer base over 18 years in business.
SE: Where did you grow up?
Medina: I’m 42 and grew up in Matamoros, so I know the city well. Recently, the population has grown with immigrants from other parts of Mexico, Central America and South America. Due to US immigration challenges, many have settled here, significantly changing the city’s demographics.
SE: How did you happen to start the stores?
Medina: Growing up, we often visited with family in Houston and San Antonio. From the freeways, the adult store lights and the more open adult retail scene always caught my attention. In contrast, the single adult arcade in Matamoros felt unwelcoming and didn’t sell toys, lubes or lingerie. This inspired me to create comfortable stores in Matamoros where customers could feel safe shopping with their partner for a wider variety of items and seeking advice, which didn’t exist locally or in nearby Brownsville.
SE: Is it still like that in Brownsville?
Medina: While some adult stores now exist in Brownsville, their primary focus remains on smoke and vape products, with a minimal selection of sex toys and no lingerie. This has benefited our business, as our marketing efforts in Brownsville have made us known to those crossing the border. Customers appreciate our warmer atmosphere, all-female staff and a more extensive selection of toys compared to what they find in Brownsville.
SE: What did you do before opening the stores?
Medina: I did warehouse work in Brownsville and kept that job for several years after opening my first store to maintain a steady income. My wife, Laura, took care of the stores. She helped to get them noticed and grow the customer base. The business took about five years to become profitable. In 2017, ten years after opening, I left the warehouse job to focus entirely on the stores.
SE: That sounds incredibly demanding, balancing two full-time jobs and a family.
Medina: Yes, I’d work from eight to five, then work afternoons at the stores, then nights and weekends doing orders. Laura’s support was crucial in the beginning. While I worked my day job, she managed the stores. When I first shared my idea of a friendly adult store, people thought I was a crazy person because there was nothing similar nearby. I had a clear vision, but it was challenging to convey to my family. Eighteen years ago, very few people believed in what we were trying to do. It was tough, but it’s paying off now.
SE: Your stores don’t have arcades?
Medina: No, I specifically avoided arcades due to their association with prostitution and other issues. Our vision was to create a different environment: female-run stores where women and couples would feel safe and comfortable.
SE: What are your stores’ defining characteristics?
Medina: Our first location has really helped us. It’s not on a main street or highway, but rather in a neighborhood. Due to Mexican cultural sensitivities, customers prefer privacy when visiting adult stores. So, several years ago, we added a discreet back entrance off the parking lot. People love it. Although our other two locations are on main streets, this original store still has the highest customer traffic and sales.
SE: Would you relocate the other stores to busier streets to increase business?
Medina: No, because the heavily trafficked street locations effectively advertise and promote our brand. While younger customers might be less influenced by location, our main street presence boosts visibility and offers choices. Future locations may shift away from busy streets, but for now, this setup works well for marketing.
SE: Generally, what are your demographics? How many older people, younger people? What percentages are men, women, couples and LGBTQ+?
Medina: We probably see 30% each, men and women, 10-15% LGBTQ and the rest are couples. We get some young people, but most are in their late 20s to early 50s.
SE: Are there any specific advantages or challenges to operating an adult store in Mexico?
Medina: A significant challenge is the cultural influence of ‘machismo,’ which can make some men hesitant to address their partner’s pleasure or consider using products like delay or arousal creams and sex toys. Educating couples and fostering comfort with these options is a key aspect of our business. We’ve found that smaller, bullet vibrators are a popular entry point, as some men are sensitive about size comparisons. Introducing smaller toys helps ensure comfort and encourages shared exploration of intimacy. Overcoming the cultural perception that toy usage reflects negatively on men is crucial; therefore, we emphasize that these products, along with lubricants, delay creams and popular enhancement products like ‘honeys,’ are for mutual pleasure and benefit. The general distrust of online sales in Mexico significantly affects our growth. While Amazon exists, it’s primarily in larger cities, and a local eBay equivalent has issues with inaccurate descriptions; customers often prefer the reliability and transparency of physical stores like ours.
SE: Do customers shop for products online and then visit you to see if you have them?
Medina: Yes, they send us photos of the items they want. When they visit our stores, we emphasize that buying a sex toy is a tactile experience. You need to feel the material and see its features in person — it’s an intimate purchase. Online descriptions can’t convey the feel. We encourage in-store visits for this reason.
SE: What does your typical work week look like?
Medina: My week typically begins with Monday store visits to review weekend performance and handle urgent matters. Tuesdays are for restocking the stores from our on-site warehouse. I prepare US orders on Wednesdays, which I usually place on Thursday or Friday for delivery to my Brownsville residence, simplifying the shipping process. From there, I manage the importation.
Being on the border is advantageous, giving us access to high-quality US products and unique Mexican items, allowing us to curate the best of both markets.
— Polo Medina
SE: Is importing products into Mexico challenging?
Medina: Initially, it was challenging. Importing requires specific documentation for materials and other details. We now have a streamlined process and pay Mexican import taxes. Being on the border is advantageous, giving us access to high-quality US products and unique Mexican items, allowing us to curate the best of both markets.
SE: What products do your Mexican suppliers have that you don’t find in the US?
Medina: We sell our own Mexican-made branded line of lubricants that include flavored, natural, anal, arousal and delay lubricants. However, we continue to stock many US-made lubricants to meet customer preferences.
SE: And you’re supplying products to other stores in Mexico?
Medina: We also supply boutiques in nearby small towns, leveraging their existing dress and lingerie selections. I offer consignment on products, guaranteeing an exchange for new merchandise if something doesn’t sell. This no-risk approach has proven effective in introducing our items to their smaller customer base.
SE: You’ve been open for 18 years. What changes have you witnessed in your stores and the industry in the years since you opened?
Medina: The primary changes have been in toy materials and sizes, trending towards larger, more intricate designs. Rechargeable toys have also largely replaced battery-operated options.
SE: You’ve said that you don’t have much competition from online. What are the keys to profitability today?
Medina: Our diverse toy selection is key to profitability. I prioritize buying smaller quantities (12-24 pieces) of new items instead of large cases to offer greater variety, which customers appreciate and sets us apart from US stores or big-city competitors. Even with backstock, I display only a couple of toys at a time. Displaying too many of the same item can create the impression that it’s not popular. A balanced display helps maintain a sense of variety and demand.
SE: What do you look for in potential staff?
Medina: We like candidates with POS and customer service skills, preferably new to sales, so we can train them our way: personality, potential and a willingness to learn matter most. We often hire from retail or service roles, value cash handling, and provide sales training. Proximity to the store is essential due to limited local transit.
SE: Tell me more about your training program. How do you train them?
Medina: New hires start with an employee guide and a week of observation. In week two, they train on our POS system, customer service and product knowledge, emphasizing a welcoming atmosphere and helping customers find the right products, even with vague requests.
SE: Once your staff gets them comfortable, do most customers open up?
Medina: Yes, once they feel comfortable, they often confide their needs and purchase items like vibrators, lubricants or pills.
SE: I assume for many, it’s the first time they’ve been in an adult store.
Medina: Yes, given that many locals haven’t traveled extensively, our store offers a unique experience. We consistently welcome new customers each week, and even after 18 years, some residents are still surprised by our longevity.
SE: Do you host any special events or promotions for your customers? And do you participate in any community events?
Medina: Marketing was initially challenging due to the sensitive nature of our business and public hesitation. To boost visibility and normalize our presence, we’ve sponsored local sports teams and participated in community events like university races, UTV and taekwondo competitions and UHD fights. We participate in local expos and sponsorships to build brand recognition and demonstrate that we are a reputable and respectable business. SE: What are your two or three top-selling toy or novelty brands? Medina: We do well with Blush, Shots America and XR.
SE: Could you source some items cheaper from Mexican distributors due to China tariffs on US imports?
Medina: We’ve sourced more affordable Mexican-made products, though the quality is generally lower than US imports. We may expand these offerings in the future.
SE: When you go to trade shows, what are your goals?
Medina: My main goal at trade shows is to meet vendors, build rapport and examine new products. Pictures alone aren’t sufficient for making informed purchasing decisions.
SE: At trade shows, what type of toys grab your attention first?
Medina: I’m drawn to unique, novel products with eye-catching designs, vibrant colors and distinct features, along with appealing packaging. It is essential to see the actual item and its box, ideally with a window or photo.
SE: With so much product coming out these days, how do you sift through everything to ensure that your return on investment is being realized?
Medina: To minimize risk with new products, I initially order smaller quantities, even if they cost slightly more per item. This allows me to test customer demand before committing to larger, potentially slow-selling inventory. Once an item proves popular, I place larger orders.
SE: Where will your stores go in the next five years? Do you expect to have more stores?
Medina: Yes, we plan to open one more store by late this year or early next year, followed by another. Five locations should adequately cover the city’s key areas and highways, complemented by our distribution to smaller towns nearby.
SE: You’ve become a part of the culture there. It must be very gratifying that you’re helping couples and individuals.
Medina: Yes, we often act like informal sex therapists. Customers open up to us; we listen and offer advice based on our experience. We’ve spent years in the business, continuously learning through research and videos. We’re always clear that we’re not licensed, but we can make informed recommendations or refer them to certified therapists. It feels good to help, and our customers are genuinely grateful.
Larry Kaplan has been the Legal Correspondent for E.D. Publications for 24 years. Mr. Kaplan is a broker in the sale and purchase of adult nightclubs and adult retail stores, and the Executive Director of the ACE of Michigan adult nightclub state trade association. Contact Larry Kaplan at 313-815-3311 or email larry@kaplanclubsales.com.
You must be logged in to post a comment.