This 55-Year-Old Shop Quietly Changed How America Talks About Pleasure

Emma Visser · 2026-09-15

### From a Tiny West Village Store to a Cultural Landmark In 1971, New York's West Village was a gritty, creative neighborhood where people were pushing hard for freedom around sexuality, LGBTQ+ identity, and expression. That's where The Pleasure Chest opened its first storefront. Founders Duane Colglazier and Bill Rifkin had a radical idea for the time: you shouldn't have to feel ashamed when buying pleasure products. Instead of covering the windows with XXX signage, they refused. They wanted shopping for intimacy to feel as normal as walking into a department store to buy a table and chairs. Their mission was direct: everyone has a fundamental right to pursue sexual fulfillment. That was unheard of in 1971, both culturally and within an industry that was mostly just selling sex. ### Why It Survived When Others Didn't The Pleasure Chest didn't just sell products—it created an experience and a lifestyle. While other adult retailers came and went, this one persevered through decades of cultural change, shifting attitudes, and plenty of resistance. It expanded to Los Angeles in 1975 and Chicago in 1977. That growth was fueled by activism and a willingness to push boundaries around identity, kink, pleasure, and intimacy. The stores became part of pop culture, showing up in everything from Pulp Fiction to Sex and the City. But more importantly, they pioneered a sex-positive culture that supported generations of customers. "We rock people's boats, and we've done it for decades," says Brian Robinson, nephew of founder Duane Colglazier and owner for 30 years. He says nearly everyone he meets has a story—sneaking in before they were 18, bringing friends from out of town, celebrity sightings, or oversharing what they bought. ### More Than Nostalgia: What Keeps It Going That staying power isn't just about nostalgia. It's rooted in real interactions with staff. Today, The Pleasure Chest continues to shape how people view intimate pleasure—not just through products, but by creating safe, welcoming spaces for education and open conversation. Locations offer inclusive classes and happy hours every month, fostering the connection and community it was founded on. After 55 years, the products have changed, but the goal remains: create more places, more conversations, and more ways for people to find their own happy ending. ### The 55th Anniversary Offers Throughout September, The Pleasure Chest is celebrating with deals that include: - 55 toys priced under $55 - Free shipping on online orders over $55 at ThePleasureChest.com - $5,500 in prizes through a month-long in-store photo contest - City-specific in-store exclusives and stickers, free with qualifying purchases of $55 and $197.10 - A month-long Magic Wand sale starting Labor Day ### A Legacy That Keeps Evolving What started as one store in a changing neighborhood has become a lasting force in sexual wellness. The Pleasure Chest didn't just survive—it helped shift how America talks about pleasure. And after 55 years, it's still rocking boats, one conversation at a time.