Monthly Archives: April 2015

Retailer Feature: Romantix

Logo BannerBased in Denver, CO, Romantix is a chain of adult stores across the U.S., with an strong presence in California. Romantix promotes fun and safe intimacy and carries an assortment of adult toys, novelties, and lingerie for all sexual identities.

Romantix recently hired Josh Porter as their Director of Special Projects. Josh, a leader within the adult retail market, plans to focus on opening new stores focused on lingerie. We sat down with Josh to get updates on Romantix.


Q: What trends are you predicting for this summer? What do you believe will NOT be popular?

I believe color will be big this summer.  Vibrant pinks, Cool greens, Bright yellows, and Radiant purples will monopolize displays this summer.   We’re finding that people who shop with Romantix are looking for something bold and different.  The typical black, red, nudes and white are out!  Bright, fun and flirty colors are in this summer! I feel like the retro 50’s designs have passed.  High waisted panties, bullet bras, and low riding garter belts will be soft except in very niche locations.


 Q: What are your customers looking for in regards to lingerie?

With stores all over the country, we get a great mix of information.  The California customer may be looking for something different than our Mid West customer, or even East Coast customers. We will respond accordingly to each market.  However our customers are consistently looking for good fit and good value.  Good fit is paramount, as anyone in the business would agree.  Good value doesn’t mean inexpensive, rather the product has good hand, nice design, and shows well for the price.  Its all about perceived value!


Q: How was the first quarter of this year for you in regards to sales? What do you attribute your growth/loss to?

First quarter was very strong this year.  We broke several records and have continued to grow this spring.  A lot of this credit has to go to our devoted sales staff in store, and experienced buying team.  Having the right product, at the right price, and in stock has let our sales staff shine and propel us forward in the first quarter.


Q: What changes can we expect in the next few months?

Expansion within the apparel categories.  Amber and I are planning the rest of 2015 with consistent changes, and constantly testing new opportunities.  We want to wow new customers, and always have something fresh for our core consumer.  The shopping experience is very important to us.


Q: What is your goal this year for Romantix?

We are focused on continued growth in key categories, and increased frequency with our customers.  We have a robust marketing plan for 2015 introducing more people to the Romantix Nation.


Q: What image do you believe Romantix represents to the consumer who shops at adult stores? 

Romantix is a fun and invigorating shopping experience.  Our newly remodeled stores offer a welcoming color scheme and inviting displays.   Our knowledgeable staff can make a first time guest comfortable in moments or answer the wildest questions from long time customers.


Q: Where do you see Romantix 5 years from now?

I expect to see Romantix on a solid growth plan, popping up neighborhood stores wherever possible.

Trends: Lingerie to Swimwear

With summer around the corner, it’s time to start bikini shopping again! A million styles to choose from and a wide range of colors to go with any pair of sandals. While you’re thinking of the beach, we also want to remind you to think about your lounge wear too! It’ll get hotter at night which means less layers to wear. Luckily for you, Seven ’til Midnight’s got some hot styles that are also trending in swimwear. Why not get a hot suit with a sexy new lingerie piece to go with it?

Cut Outs Lame Strappy

Walk MS/RUN MS 5K in Seattle 2015


Last week, Seven ’til Midnight was able to contribute to a wonderful cause and support a beautiful soul, Allie. We were so honored that we were contacted by Allie and her team, Team Carlile, for tutus for their walk. Allie was diagnosed with MS last year and her spirit was so touching, we had to find a way to help. We are so grateful to have had a chance to be a part of this! Below is some further information about the Walk MS/Run MS 5K as well as some amazing photos from the event.

Team Carlile

We’ve formed a team for Walk MS because we want to experience a great event and help the National MS Society fund research, advocate for change, and help people with MS live their best lives. We believe in this cause. Can we count on your support?

Walk MS is a day that brings friends, families, and coworkers together to embrace an important cause. Join us and participate together to make a powerful statement and to keep moving toward a cure. Each step we take brings us closer to a world free of MS.

About MS
Millions of people are affected by MS and the challenges of living with its unpredictable symptoms. Multiple sclerosis interrupts the flow of information between the brain and the body and it stops people from moving. An estimated 2.3 million people worldwide live with MS, a disease of the central nervous system. Symptoms range from numbness and tingling to blindness and paralysis. The progress, severity and specific symptoms of MS in any one person cannot yet be predicted, but advances in research and treatment are moving us closer to a world free of MS.

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Top 5 Favorites of ILS


We’re back and fully recovered from the International Lingerie Show in Las Vegas! We had a wonderful time at the Rio and thank all our customers who stopped by to say hello. We also made some new friends while we were there and loved the feedback we received on the 2015 Collection.

While we received a number of rave reviews on specified pieces, we did note that our customers loved these 5 items the best so check them out!

1. 9965/9965X: Two-piece lace chemise and thong set. Rose galloon lace and dot mesh chemise with molded balconette cups and supportive underwire. This piece is also available in plus size and pairs well with our lace top thigh highs.


2. 10530/10530X: Two-piece mesh and lace babydoll set. Free flowing and perfect for hot summer days and nights.


3. 10501P/10501XP: Two-piece lace and fishnet merry widow set available in black or red. Sexy crisscross detailing on the backside with strappy front details along the bra line.


4. 10552P: Two-piece swirl lace and elastic merry widow set. Strap up in this hot set, complete with removable garters and lace thong.


5. 9103/9103X: We’ve got a new color for this collection and it’s been drawing attention. Turquoise is hot this season and is turning heads!