A PornHub pop-up shop has opened in SoHo

Pornhub chose Black Friday to open a popup store in New York’s trendy Soho district as the brand continues to position itself as mainstream and connect with fans.

The store – which will trade until December 20 – features Pornhub-branded streetwear, books, gifts and toys for adults created in partnership with retailer Ann Summers.

It’s the first of two popups planned by the previously online-only business, which last year attracted 23 billion visits – that’s 44,000 every minute – and streamed nearly 92 billion videos.

A Pornhub holiday-themed popup shop will be opening in Milan in Italy, at Via De Cristoforis 5 – right by the famous Corso Como, on a street which is home to brands including Christian Louboutin, Chiara Ferragni and Moschino. The Milan store will offer what Pornhub describes as “an intimate boutique environment for European fans of the site to shop Pornhub-branded limited-edition apparel and gifts”.

In a partnership with the Museum of Sex, the Soho store will offer products from the Museum’s gift shop, including Taschen books, ‘aphrodisiac apothecary herbs’ and sex games. Some of Pornhub’s most popular actresses will also be making appearances during the month.

“As an online brand, we’ve been limited to interacting with our fans on the site and through social media,” said Pornhub’s VP Corey Price, explaining the strategy behind the store.

“As we continue to increase brand awareness and expand into new verticals like retail, we are looking for new ways to interact with our fans. We thought it would be great to open up a store where fans can come check out the recent streetwear pieces we’ve collaborated on and some of our product lines,” he said.

The store will feature products from two of Pornhub’s latest partnerships: a line of streetwear by the clothing brand, Richardson, which includes reissues from their fall line and two new designs; and the Pornhub couple’s sex-toy line from Ann Summers. The Pornhub store will also carry its own products such as limited Pornhub clothing inspired by the iconic Pornhub logo, including both men and women’s clothing; the Adult Coloring Book; and branded gear from content partners Brazzers and Team Skeet.

The space Pornhub is occupying on Soho’s Wooster St was previously home to Thai-American fashion designer Thakoon Panichgul. Neighbours include such brands as Moschino and Celine

Casey described the site as “an exceptional location” for Pornhub’s retail debut. The space has been reconfigured to simulate the look and feel of the Pornhub homepage, including a bed inside where people are invited to sit and “interact” with the camera on a live-feed streaming onto Pornhub.com directly. Visitors to the store must be aged 18 or over.