How Senior Buyer, and SE’s 2025 Businesswoman of the Year, Signe Jarvis, shapes Hustler Hollywood’s modern identity through strategic buying, vendor partnerships and a passion for consumer education.
(Note: This article appears in the August 2025 issue of SE Magazine.)
Signe Jarvis’ journey from a part-time sales associate in 2008 to the Senior Buyer for Toys and BDSM at Hustler Hollywood is a testament to her dedication, adaptability, and keen understanding of the evolving adult retail consumer landscape. After climbing through various store-level positions at Hustler Hollywood’s Tacoma, Washington store, she joined the corporate team in 2015 as a merchandise allocator. Jarvis then transitioned into buying wellness essentials and became the E-commerce buyer during a period of rapid growth, particularly through COVID.
In this exclusive interview with StorErotica Legal Correspondent, Larry Kaplan, Jarvis shares insights into her remarkable career, the complexities of vendor relationships and how Hustler Hollywood balances its provocative legacy with a contemporary focus on sexual wellness. She also discusses key industry trends, from the surprising rise of enhancement supplements to the future of male pleasure toys, offering a behind-the-scenes look at the strategies driving Hustler Hollywood’s success.
SE: You exemplify the great American success story, adult retail-wise. You’ve worked your way up from part-time sales associate at an individual Hustler Hollywood store, through most of the positions in that store, to a recent promotion to chain-wide senior buyer for toys and BDSM. How does it feel?
Jarvis: It’s gratifying. My current position has always been a goal of mine. I enjoy the relationship-building and the impact I can have on the business.
SE: That’s an impressive journey. Do you feel working in all of these different roles has helped you in your current work?
Jarvis: Absolutely. Knowing each process from start to finish makes you the go-to expert for many things. I am probably the longest-running retail employee in the company.
SE: When did you move to the LA area?
Jarvis: In June 2015, when we centralized the allocation. Previously, each store placed its own orders with vendors. Centralizing let us ensure a consistent assortment, which was vital as we expanded.
SE: Now that buying is centralized, do store managers still have input on inventory?
Jarvis: We welcome feedback from store managers, especially regarding products that customers are requesting. For example, if a particular product is in high demand, we look for ways to stock it.
SE: Hustler Hollywood arguably reaches more of a mainstream audience than any other adult retail chain. How do you decide what products to carry and what to pass on?
Jarvis: We maintain strong partnerships with legacy manufacturers who support our initiatives. Our focus is on sourcing distinctive products because our stores are already full. This often means a “one in, one out” scenario, so new items must have a compelling reason to replace existing ones. Key factors in our decision-making include gross margin, competitive pricing and the potential for strategic promotions.
“Our focus is on sourcing distinctive products because our stores are already full. This often means a “one in, one out” scenario, so new items must have a compelling reason to replace existing ones.”
— Signe Jarvis
SE: Maintaining strong relationships with major distributors and manufacturers is crucial in your role. Can you describe the nature of these relationships and how you foster symbiotic partnerships?
Jarvis: We prioritize consistent communication with our legacy partners, leveraging those close relationships first for new opportunities. Building trust extends beyond daily business; spending time together outside of regular work, like at industry events like ANME, is crucial for fostering mutual goals.
SE: Given current tariffs, how are your purchasing strategies affected?
Jarvis: The biggest struggle has been shipment delays. Our partners have supported us with pricing, so tariffs haven’t drastically impacted our bottom line, except for those pauses. The bigger challenge is monitoring consumer sentiment—how much price increase they’ll tolerate with costs rising everywhere. So far, we haven’t seen significant adverse effects.
SE: Do you use test stores to pilot new products?
Jarvis: For specialty products—whether niche or higher-priced—we may test them cautiously, especially if they’re from a new vendor. Otherwise, we prioritize established categories based on our business needs. Tests focus on stores that align with the product’s category or uniqueness to assess its performance. Understanding the product’s market and geographic appeal is also key, particularly for mainstream, consumer-recognizable brands.
SE: How have you influenced the product mix or strategy?
Jarvis: I have significantly impacted the business over my 17 years, particularly through building strong relationships with manufacturers. Starting with inventory control, where I managed reordering and established key connections, I focused on fostering consistent communication that benefited the company. My approach has always been profit-focused, leveraging pricing, promotions, and spiffs to improve gross margins. Representing the company’s needs consistently has helped earn respect for both me and the business.
SE: Are you seeing customer loyalty toward particular brands, or is buying more affordability-driven now?
Jarvis: It’s a mix of both loyalty and affordability, though we initially overestimated how price-sensitive customers would be. We found the $50-$100 range to be the “sweet spot,” balancing gross margin with offering quality products, as consumers aren’t consistently opting for luxury items.
SE: How does the Hustler Hollywood brand’s current identity today compare to Larry Flynt’s “purveyor of smut and raunch” legacy?
Jarvis: We’re an American legacy brand, and while younger customers might not know our history, we still uphold what Larry Flynt fought for: offering the best, most inclusive products without judgment. We focus on educating customers and making everyone feel comfortable, especially first-time visitors, whether they’re new to adult retail or our brand.
SE: What’s the strongest current trend in adult retail?
Jarvis: The strongest trends are rechargeable batteries in toys and standardized charging, and silicone replacing plastic and improving safety. While extended warranties are a plus for consumers, they might impact replacement cycles. Universal USB-C charging is becoming the norm, which is great for consumers, as it ensures consistency and reduces the need for multiple chargers.
SE: Have there been any significant surprises regarding products that either exceeded or failed to meet your sales expectations?
Jarvis: One surprisingly significant and consistent part of our sales is enhancement supplements. I never would’ve guessed their impact while working in stores. They’ve become a “bread-and-butter” item, bringing in loyal, high-converting customers who return regularly. These supplements often serve as an entry point for customers new to adult products, or they’re simply what dedicated buyers consistently purchase.
SE: What are your top-selling toy and lube brands?
Jarvis: For toys, We-Vibe, Lovense and CalExotics are category leaders, and in male toys, the Rose line is a standout. For lubricants, System JO, Wicked Sensual Care and Sensuva.
“My approach has always been profit-focused, leveraging pricing, promotions, and spiffs to improve gross margins. Representing the company’s needs consistently has helped earn respect for both me and the business.”
— Signe Jarvis
SE: When you visit trade shows, what captures your attention, and how do you decide what to buy?
Jarvis: Before trade shows, we have a clear pricing focus. Packaging is crucial; if it doesn’t grab our attention, it won’t grab the customer’s. We look for diverse merchandising options (shelf or hang), and while pink and purple are top sellers, unique colors are a nice draw. Understanding functionality by handling products and conversing with vendors is my favorite part of trade shows. Seeing complete assortments helps us plan and create a cohesive in-store story, making products easier to sell than when they are isolated.
SE: What’s your biggest pet peeve when it comes to buying?
Jarvis: I value partners who respect that we understand our business best and are patient with our process. Buying decisions are never personal—our needs change quickly, and I appreciate manufacturers who understand that priorities can shift, budgets can change, and flexibility is required.
SE: You have a lot of moving parts to consider with any buying decision.
Jarvis: Yes, exactly. We have many moving departments, and we work closely with marketing to ensure every product gets proper attention. This requires time and collaboration across teams to make well-informed decisions.
SE: What do you see as the next big trend in adult retail?
Jarvis: I believe the male toy category, especially strokers and masturbators, will see significant growth. For too long, the focus has been on vulva toys, but we now have a captive audience for male-oriented products. Our sales numbers and manufacturers’ new technologies confirm this trend, indicating continued expansion in this area.
SE: What would you share with distributors and manufacturers about your needs and current sales floor trends?
Jarvis: They must understand the expectations of adult retailers. These include gross margin requirements, shipping logistics (such as drop-shipment), payment terms (e.g., Net-30) and support for product training. Brands that invest in educating retail associates and providing compelling brand stories are far more successful in our stores.
SE: What’s the most rewarding part of your job?
Jarvis: When I started in the store during college, my goal was to become a sexual educator, likely for younger people. I stayed with the company because I found fulfillment in helping customers enhance their bedroom experiences. The most fulfilling aspect of today is knowing that I’m positively impacting people’s lives, whether by educating customers directly in-store or by ensuring we offer products that enhance their experiences. I enjoy being able to help people explore and enjoy their sexuality more confidently.
Larry Kaplan has been the Legal Correspondent for E.D. Publications for 24 years. Contact Larry Kaplan at 313-815-3311 or email larry@kaplanstoresales.com.
