Tempe, Arizona- Larry Flynt, the publishing magnate best known for founding the controversial sexually-oriented magazine Hustler, is branching out with a retail store in Tempe.

Hustler Hollywood, a chain of stores that sells adult-themed merchandise such as sex toys, DVDs and other products will open near the northwest corner of Broadway Road and McClintock Drive on Thursday.

If not for the name, the unassuming-looking store might go unnoticed by passers-by. Hustler Hollywood has a clean and organized appearance and includes large, uncovered windows. Chris Mael, the company’s director of retail, said despite Hustler’s controversial reputation, he hasn’t drawn the kind of fire he has with the public in other cities. “Obviously everyone knows that we have adult products, meaning DVDs and sex toys,” he said.

But he added there’s much more to the stores than pornographic products. About 60 percent of the clientele are women and Mael said the chains caters to them by offering a nonthreatening shopping environment that offers everything from clothing and apparel to bath products.

“It’s going to be a very upscale boutique,” he said.

Mael said the Tempe store is part of a nationwide expansion that will result in 30 stores by 2010. Tempe is the company’s 12th location. Mael said the retail business is the fastest-growing across division of Larry Flynt Publications. Beside the publishing arm, the company operates a casino, sells adult movies and runs an adult Web site.

The Tempe store, which is nestled among several apartment complexes and strip malls, will display adult-themed merchandise on about 30 percent of the its sales floor. The company agreed to that limit to be designated as a retail business by Tempe and avoid the kind of strict regulation city officials enforces over other businesses that sell adult-oriented merchandise.

Chris Anaradian, Tempe’s development services manager, said stores that commit more than one-third of their sales floor to adult products have to operate within an industrial-zoned area. He said the city wouldn’t be able to delay or stonewall the store’s opening as long as its owners operate within the law.

“We don’t have the ability, nor do we attempt to discriminate, … if they fall within the law,” he said. Derrick Chambers, a self-described “family man” who works and lives near the store, said as long as the store operates according to the law and doesn’t attract a bad element, he doesn’t mind its presence in his neighborhood.

Jay Troup, a parent who lives near the store, said he’s not concerned about his children living nearby. “(I) wouldn’t let my kids be in a position to be influenced by something like that,” he said.