profile

U.K.'s Leading Gay Retailer Expands With Clonezone Franchises

Following the opening of its first franchise store in Berlin, Clonezone is due to open a second in Vienna this month.

Clonezone is the U.K.’s leading gay retailer and has been in business for more than 30 years. It has four retail stores — two in London, one in Manchester and one in Birmingham. You can also find them online at Clonezone.co.uk. Clonezone has now launched a franchise scheme enabling like-minded partners to draw on their experience.

The Clonezone franchise concept is extremely appealing so we are not surprised things have moved so quickly. We are extremely happy with the locations so far and are looking forward to opening in Vienna and bringing the gift of Clonezone to the community in time for Christmas.” – Nigel Glenn, Clonezone

The opening of Clonezone’s latest franchise store comes less than six months after its first franchise store opened with another two stores due to open in Barcelona and Madrid early next year, the company said.

“The Clonezone franchise concept is extremely appealing so we are not surprised things have moved so quickly,“ says Nigel Glenn, franchise and operations manager.  “We are extremely happy with the locations so far and are looking forward to opening in Vienna and bringing the gift of Clonezone to the community in time for Christmas.”

Clonezone is regarded as the U.K. and Europe’s first gay superstore with the first store opening in 1984.

“The first Clonezone opened inside of Brompton’s — a legendary gay pub in Earls Court that is now unfortunately gone,” the company says on its website. “Our early customers included a fabulous mix of the LGBT community and a few very famous gay superstars, who of course we won’t mention...

“As our popularity grew, in 1984, we began to open up our own shops. Clonezone became an integral part of the gay scene and provided customers with news of local gay venues and a safe place to shop for the hottest fashion, toys, porn and much more — during a risky time for the LGBT community in the U.K. Our exciting stores were opened by icons such as Lily Savage, Sue Pollard and Kenny Everett.”

Over the course of the next two decades Clonezone continued to grow with stores opening in a variety of locations. According to the company, the recession in 2008 hit the high street the hardest, and led to Clonezone consolidating its stores down to Soho, Earls Court, Birmingham and Manchester. However, that all turned around, and in addition to launching franchise stores, the company also expanded its Earls Court location with the addition of a fetish store in December 2014, located directly under their current Earls Court branch.

“The large Earls Court premises has undergone a stunning refit, and by teaming up with scene veteran Jonathan Wheatley and his Fetish Freak brand from which the store will take its name, Clonezone are confident that they have put together a store that will delight fans of kink wherever they are from. The Fetish Freak brand is one of the most respected on the scene, originally housed at The Hoist, Vauxhall, Jonathan has been operating out of a store in Oval since 2013.”

According to the company, in addition to the Fetish Freak brand, the fetish shop also will sell hard-to-find goods such as the WESCO boots.

“For a long time Fetish Freaks after a pair would have had to order them in from America where they are made, but WESCO boots will be on sale exclusively within the U.K. in the new store,” the company. “Another Fetish Freak exclusive range is Invincible Rubber.”

The company’s resurgence as the U.K.’s leading gay retailer is boosted by the 2,500 product lines it carries; with products sourced from all over the world and exclusive agreements. Clonezone has also developed its own product ranges.

“Our brand continues to grow with the recent launch of the Clonezone Online Pharmacy which will sell items that cater to the body and image-conscious needs of a modern gay man,” Clonezone Director Mike McCann says in Clonezone’s Franchise Prospectus. “A key part in our resurgence over the last four years has been turning Clonezone from what was perceived as a sex shop into a fashion destination that no one else can compete with.”

Throughout the U.K., Clonezone has become renown in the GLBT community. The company notes its support and milestones.

“During our 30-plus years in the gay scene we have proudly supported HIV and AIDS research and promoted safe sex,” the company said. “We are proud supporters of many gay charities and are often involved with charity events and fundraisers in the U.K.

“We were the first company in the U.K. to import Levi 501 jeans direct from America, despite Levi’s anticipating there was ‘no interest’ in 501s in the U.K. Our bespoke leather designs have been included in exhibitions at the V&A museum and remember the famous red PVC thongs from ‘The Full Monty?’ Yes, they’re ours too!”

Clonezone Berlin is situated in Schonenberg in the heart of East Berlin on Kalckreuthstrasse, a go-to destination for gay retail. According to the company, the store has already exceeded expectations, with the Folsom Fair being a particular highlight.

Those interested in the Clonezone franchise opportunity will need at least $70K investment and share the Clonezone vision, the company. To find out more visit Clonezone. co.uk and click the franchise tab or contact Nigel Glenn via email at nigel@clonezone.co.uk.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Why It's Time for Pleasure Brands to Stop Ignoring B2C Marketing

For many B2B adult brands, marketing to consumers feels like a waste of time. I’ve heard it so many times: “We sell to retailers, not consumers. Why should we invest in B2C marketing?”

Hail Groo ·
opinion

The Midlife Movement Is Exploding; Is the Pleasure Industry Ready?

In marketing, there tends to be an emphasis on the younger generation — the trendsetters. The assumption is that appealing to the younger market has a halo effect on older consumers, who look to younger folks for what is on trend.

Sarah Tomchesson ·
opinion

Gender Play Gets Creative With Fantasy Toys

Sex toy manufacturers are increasingly recognizing the value of fantasy products, expanding their lines to include ever more diverse designs. What was once considered a niche market has proven to have broad appeal, demonstrating that people are eager to explore desires that extend beyond conventional human experiences.

Rin Musick ·
opinion

How Sex Toy Retailers Can Better Support Marginalized Communities

As someone who has been in the industry since 2003, I’ve seen countless trends, products and marketing strategies come and go. Yet one thing has remained consistent: a significant gap in how sex toy retailers serve marginalized communities.

Kimberly Scott Faubel ·
opinion

Tips for Boosting Ecommerce Success During Masturbation May

Masturbation May is not just a month for self-exploration. It’s also a prime opportunity for ecommerce brands in the adult retail space to tap into a highly engaged audience actively searching for resources and products to celebrate their sexual wellness.

Matthew Spindler ·
trends

Adult Retailers Share Theft Prevention Strategies

Shoplifting has always posed a persistent challenge for retailers, and its effects reach far beyond simple loss of inventory. Theft can disrupt operations and saddle retailers with the cost of increased insurance premiums and heightened security measures. Robust security protocols can also negatively impact customers’ shopping experience.

Ariana Rodriguez ·
profile

WIA Profile: Stefanie Neumann

It takes an ever-smiling face and a constantly creative mind to keep a retail outfit up and running. Luckily for TAF Distribution, regional manager Stefanie Neumann has endless good vibes and smart decisions to boost business and staff relations at the company’s retail chain.

Women In Adult ·
profile

Dr. Tush's Brings Anal Care to the Forefront

Few personal health products have inspired descriptions quite so bold as “If Neosporin and Aquaphor had a baby, and that baby became a crime-fighting superhero for your skin.” Then again, even fewer can live up to their own hype.

Colleen Godin ·
opinion

Tips for Promoting Inclusivity, Accessibility in Adult Retail

Walking into an adult store or browsing a retail website should feel like an invitation — an open, shame-free space to explore pleasure and identity. But for many of us, that’s not the reality. As a queer, nonbinary and physically disabled person, I’ve spent years navigating physical and digital spaces that weren’t built with people like me in mind.

Hail Groo ·
opinion

Tips for Reinvigorating Marketing Strategy by Tapping Into Online Feedback

For the past 50 years or so, the pleasure industry has worked tirelessly to increase public acceptance of sex toys. We’ve done an incredible job, and that progress has only accelerated since I first started out working the sales floor at Babeland nearly 20 years ago.

Sarah Tomchesson ·
Show More