Hustler, the US magazine and porn empire headed by Larry Flynt, is bringing its chain of adult entertainment stores to the UK this autumn.
A 'conceptual erotic department store' is scheduled to open in central London, followed by a nationwide chain.
Bob Martin, real estate director of parent company LFP Inc, confirmed the company had been approached by potential UK licensees and a deal was close to being signed.
Branded Hustler Hollywood, the US stores sell clothing, lingerie, videos and sex toys, and have a cafe area.
German sex retailer Beate Uhse is expanding in the UK after launching a test site at Sutton in South London last year.
Both are trying to cash in on the success of Ann Summers, which has brought softer, more mainstream sex retailing to the UK high street with 80 stores.
It will open its second Oxford Street store this summer.
Flynt, a virtual recluse since a botched assassination attempt, started with a strip club in 1970s Ohio before setting up Hustler. He won a famous free-speech case in the Supreme Court, later immortalised in the film The People vs Larry Flynt.