Rafael Palao decided to take a low-key approach when he opened his new store.

Palao is the owner of the Adam and Eve adult erotica shop which recently opened at 1574 St. James St. It is the first Canadian location for the franchise that has more than 40 locations across the U.S.

The shop’s layout was designed to provide customers with a non-threatening shopping experience, he said.

"We’re not trying to wave or thrust anything into anyone’s face," said Palao, a West St. Paul resident who moved to Manitoba from Boston in 2005.

The 2,800-sq. ft. store offers everything from adult-oriented baking pans, explicit cakes and other XXX items to tamer fare such as lingerie.

Palao said Adam and Eve products typically to a wide range of tastes.

He gained some first-hand knowledge of the company when he checked out its head office in North Carolina where he was impressed by a team of more than 350 company representatives.

"It was a very welcoming environment and something I thought would be a great fit for Winnipeg, " he said.

Palao said St. James Street is an ideal  location for the business.

"There are changes slated for the area and the amount of people driving to the store has been surprising," he said.

Customer Anne Walker said she was impressed by the fact the store has made a conscious effort to cater to female customers.

"The store is certainly well-lit and the real naughty business is in the back," she said.

Palao said his products will appeal to discerning customers.

"We wanted to bring something that could help Winnipeggers exercise the most sexual organ of the body — the brain," he said.

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rob.brown@canstarnews.com