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Fascinations opens two new stores for Holiday season
Oct '09
Fascinations, the leading educational romance retailer, is looking toward the holiday season by opening two new stores in Scottsdale, Arizona. Patrick Jagos, manager of the chain since 1996, says, “The stores' locations in Scottsdale were the driving force behind their design and presented us with an opportunity to further refine our concept. Although each store has its own unique touches, both retain the fun and light-hearted atmosphere of the Fascinations brand." The Fascinations at Northsight Boulevard and Raintree Drive elegantly occupies 4,100 square feet with a nod to minimalist design while the Fascinations at Scottsdale Road and Oak Street charmingly fills 4,500 square feet with sweeping interior colors, contemporary fixtures and floor-to-ceiling windows.

Both stores convey a whimsical and uplifting sensual spirit that is easy to feel as soon as one enters and is promptly welcomed by friendly sales associates. Guests are then treated to an amazing array of apparel and lingerie with a diverse selection of brands, styles, fabrics and colors. Fascinations has out-stepped mall-based stores by assembling collections from Arianne, Axami, Ascension Paris, Hanky Panky, Blush, Montelle Intimates and many other brands representing a balance of quality and value within the intimate apparel category.

Both new Scottsdale Fascinations offer an array of garments and silhouettes sized petite to 4x. “We are prepared to outfit you for a night in or a night out on the town. Many of lines offered in our stores have outerwear components or versatility," says Operations Manager Nicole Waters. "It's easy to partner one of our fashion-forward corsets with a pair of edgy pumps and your favorite jeans."

Rounding out the apparel selection is an exclusive mix of bath and body products, relationship games, and massage lotions. "By embracing our guests' input and seeking to continually evolve, we have managed to cultivate an expanded selection of merchandise in an environment where people feel at ease with their sensual side," say Jagos. "We discovered that our guests wanted more information-to make an educated decision prior to purchasing an intimate product,” Jagos explains. “They're comfortable asking about how to improve their sex lives. It's the main reason why creating areas conducive to store events and educational seminars have become an integral part of our new concept.” As such, Fascinations has worked diligently to create retail spaces that can be easily configured to accommodate workshops.

The selection of merchandise has also had to change and expand over Fascinations' 20-year history. “Romantic encounters with one's partner can be enhanced with the way you speak to one another, or in the type of clothing one wears,” says spokesperson Michael Ham. “With our new store we're stating that intimacy can improve dramatically with healthy communication; that talking to your partner can be the greatest factor in driving thepassion within your relationship.

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