Plans for the Fort Lauderdale store, which opened in July 2004, sparked a nasty fight with city officials last year and a threat to change zoning laws. But in the end, the city backed away from tightening restrictions after Flynt threatened to sue.

The new store comes at a time when Hustler is expanding steadily, from its launch in Cincinnati in 1996 to nine locations nationwide. So far, in Miami Beach, the road ahead appears clear for the retailer with the erotic twist.

"Our zoning allows clothing retail novelty stores, which I believe what the store is intended to be," said Nannette Rodriguez, Miami Beach spokeswoman.

Zoning laws require that erotic material be contained in a 150 square-foot area blocked from the public's view by a screen, she said. It should not be visible to curious window shoppers and interested passersby.

Hustler Entertainment, whose parent company Larry Flynt Publications publishes a magazine raunchier than Playboy, says it's discreet about in-store collections of sex toys and adult DVDs. They are kept at the back of the store and restricted to customers 18 and older.

Sex sells, but clothes sell more. Jimmy Flynt, Larry's brother and Hustler Entertainment president, says 80 percent of business comes from clothing and accessories as opposed to erotic products. He declined to give revenues for the private, family-owned company.

Hustler markets the store as a sophisticated erotic boutique rather than an adult store. More than 50 percent of customers are women, Jimmy Flynt said.

"I don't flaunt the aspect of adult and sex," Jimmy said. "I don't make it seedy and uninviting. It's very open to the public."

Unlike the Fort Lauderdale shop, the South Beach location will have a cafe. The front of the store will contain lingerie typical of Victoria's Secret, he said.

The new Hustler is located at 1234 Washington, between the police station and the post office. The store will host its grand opening Friday from 7 p.m. to 9 p.m. Famous faces -- or rather, celebrities who reveal a lot more than their faces -- are expected to attend. The guest list includes porn star Ron Jeremy and Flynt family members.

Nearby adult stores say they are not worried about competition from their new upscale counterpart. Store managers at Deja Vu Love Boutique and Pleasure Emporium said they have already established loyal customers.

Hustler is "more like a boutique with lingerie clothes," said Karen Alcindor, manager at Pleasure Emporium on Fifth Street, where as her store emphasizes its erotic products. Customers must be 18 or over to enter.

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