Since beginning what can only be described as an unforgettable adventure back in 1999 when the doors first opened at 129 Brook Street, Chester, Nice 'n' Naughty have been an adult chain that has happily changed with the times.
For 21 years, Nice 'n' Naughty have been trend setters in the adult industry, from the early days where they challenged Chester City Council to be allowed to put mannequins in their store windows to the present day where they battled
to take their rightful place on the High Street.
Located on Sankey Street, a main thoroughfare in Warrington, Boutique by Nice & Naughty is the new face of the company and a flagship store for the adult industry, offering a truly unique customer experience.
Trish Murray, who has been with the company from the very beginning, has seen not only the adult industry change in the past 21 years but also the general shopping experience, she explains; "the High Street as we know it has changed drastically over
the years, and for any company to survive in bricks and mortar stores, you must evolve."
"Following a luxurious refurbishment of the very first Nice 'n' Naughty store in Chester, we saw the potential that the Boutique
model offered, giving our customers not only the best products on the market and outstanding customer service, but also a superior shopping environment and we have replicated this in the new Sankey Street store and will continue with this theme in 2021
As life has been anything but normal this year Trish is proud that the company has been able to support and look after all their staff throughout what has been a challenging time. Trish says, "The decision
was made by our Senior Team, to close the stores prior to the Government announcement. We have parents and some staff who are high risk and we felt our responsibility to protect them was greater than it was to open the stores. We also guaranteed everyone
100% of their pay including any bonuses earnt so that there was no additional stress or worry and it was the right decision. We are now enjoying being back and having that interaction with our customers once again, albeit at a safe distance."
Nice 'n' Naughty have remained accessible via their Website throughout the pandemic offering home delivery across the country and have tried to brighten the mood a little via their multiple Social Media platforms. The Website is
currently going through its own transition as well to remain in line with the new store format. "Our website has been a key tool for customers during the pandemic, being able to offer our customers a continued service whilst the stores were closed
has been fantastic. We are now looking at making some updates that will make the online shopping experience cleaner and crisper and we are excited to see its completion" explains Trish.
As Trish Murray looks back at the Nice 'n' Naughty journey, she says that there is nothing she would change about the past 21 years in the adult industry, "I have been around the world, met suppliers and celebrities, been nominated for and won
many awards and made some life long friends, but I have also come full circle, back to the town I was born and raised in and back on the street where I began my working career. I still love coming to work and that is because Nice 'n' Naughty is a family
and a great place to be."
Looking to the future, she envisions shops where the customers can sit and relax with a barista coffee whilst browsing and discussing the options of the products available with experienced and
knowledgeable staff to offer the best advice and guidance.
With their streamlined business model, fantastic looking Warrington & Chester stores and their up and coming new look Brighton store and website, Nice 'n' Naughty, led
by Trish, boldly step forward with confidence and are looking forward to the challenges ahead of the next 21 years.
March 1st, 2020 saw the appointment of Nice 'n' Naughty's first CEO in its 21-year history, and that lady was no stranger to the company. Emma Humphreys, who headed the organisation of the company's annual awards night, is well known in the industry
and has always been a major part of the Nice 'n' Naughty family.
Having started with Nice 'n' Naughty 10 years ago this coming August, as a part time accounts assistant, Emma's dedication to the business has seen her grow within
the company to the position she is recognised with today, Chief Executive Officer,
During her journey with Nice 'n' Naughty, she has progressed from her part time roll in Accounts, to head of HR, Health and Safety and has handled
the licensing of the company's stores for the last 8 years and most recently has taken on the company payroll as well as additional accounts duties.
Emma has the 2020 vison that
both myself and Simon Prescott have for the company. There is not a single member of the Nice 'n' Naughty team that doesn't hold Emma in the highest of regards, and having been with Nice 'n' Naughty from the beginning, I was impressed with how Emma
worked with the council on the application of the new Boutique store, all this while still doing the school run every day!
Emma is affectionately known as the Mother of the Team and is held in the highest of esteem by
the whole team, who know they can contact her at any time, and this new role not only reflects her position in the company but is also reflective of the 10 years of loyal commitment to Nice 'n' Naughty and all its team.
UK went in to lockdown with Covid-19, Emma has been a one woman powerhouse for the company, not only ensuring the website runs smoothly, with its orders processed and dispatched daily, but also ensuring support to every single member of the team, from
the director down.
Telephone calls and WhatsApp messages have been at the core of her communication with all the Nice 'n' Naughty family, keeping us all connected with each other through these unprecedented times. All the while,
Emma takes on her additional role as home teacher to her family. As we prepare to re-open the stores, Emma is also sourcing the specific safety and hygienic items needed for our staff and customers to ensure they are safe and secure.
Emma Humphreys, new CEO of Nice 'n' Naughty said:
I am honoured to be offered this position and will continue to support both Directors and all the staff in every way I can. Nice 'n' Naughty is such
a unique company in this industry, as we all work together to create an environment that is both perfect for the customer and the employee. I have always been aware that the people within this company gives it its strength, and I am an example of how the
company invests in the team and see's the potential that each one of us has and strives for us to achieve this. I will take on this new role knowing the future is going to be incredible for all of us.
The Private Shop in Reading has closed after more than a decade of trading.
The shop now looks set to be converted to flats.
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