Inside View
After the wettest April on record, and a month’s worth of rain falling in the first ten days of May, we were delighted to find Heelz, DVM Enterprises’ adult store, on high ground in the riverside town of Burton upon Trent. Opened in 2011 by brothers Dave and Mike McGee, the shop’s an unlicensed, edge-of-town store, on a small industrial estate that’s actually mostly given over to retail, thanks to off-road parking and its location facing houses.
Mike and Dave will be familiar faces to ETO Show
DVM Enterprises
Burton upon Trent was almost Burton under Trent last month when ETO visited DVM Enterprises and its Heelz shop - located between Carp Tackle and Computer Repair; both stores that might welcome widespread flooding. Fortunately the trip wasn’t a washout...
visitors as they’ve been regular exhibitors there since 2005. The brothers are back again in 2012 and are looking forward to the expo, as Mike told us: “The good thing about doing the ETO Show is we make contact with shop owners who aren’t licensed and might not be aware we do more than just R18 DVDs. It’s a good place to pick up new toy customers, as well as see people we supply films to. It’s worked well for us over the years and last time we got three or four good customers who aren’t licensed but are taking
toys and tablets off us. Before we did toys, they’d not even step onto the stand to say hello - they had no reason to. We’re sorted with a stand this year, showing the toys and DVDs, but we’re showcasing tablets too.” In Heelz’s back room, Mike pointed out a UK map with dots showing the position of customers visited on a regular basis. “We deliver across England and Wales, as far north as Newcastle, and as far west as Dorset. Beyond those we do mail order.” We stepped into the shop area and he continued:
Mike McGee: “We’ve had a couple of shops over the years but this one brings together everything we’ve learned. It’s in a good location and does what we want it to do.” 50
Erotic Trade Only June 2012
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