Not your father's sex shop

Inside, the 11,000-square-foot store, run by manager Rachel Miller, is white-glove clean and brightly lit. Except for the merchandise it appears to be like any other business in any other heavily stuccoed mecca of suburban consumer culture.

Which is precisely the idea. Adult stores — including chains with names such as Priscilla's in the heartland states, Hustler Hollywood in urban centers, and soon-to-open franchise outposts of the Adam & Eve mail-order empire — are trying to go mainstream because they have realized America loves the products but hates the dark, dank stores staffed by questionable characters.

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