In 2020, LaRue's umbrella company, Channel 1 Releasing, became involved in reopening Circus of Books, the historic West Hollywood gay adult store originally opened in 1960. The venue was renamed Chi Chi LaRue's Circus, linking a long-running Los Angeles institution to one of the adult industry's most recognizable personalities. The arrangement did not last: by January 2022, the partnership between LaRue and Rob Novinger had dissolved. The original Chi Chi LaRue's location closed, and the store was renamed Circus of Books again, removing LaRue's name. The episode was not merely a branding change; it represented the public fallout of a failed business partnership and the restoration of the establishment's historic identity after a brief, highly visible rebranding.
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AI concept artworkArchive Record · 2020s
The Short-Lived Chi Chi LaRue's Circus and the Return of Circus of Books
Chi Chi LaRue / Circus of Books / 2020s
In 2020, LaRue's umbrella company, Channel 1 Releasing, became involved in reopening Circus of Books, the historic West Hollywood gay adult store originally opened in 1960. The venue was renamed Chi Chi LaRue's Circus, linking a long-running Los Angeles institution to one of the adult industry's most recognizable personalities. The arrangement did not last: by January 2022, the partnership between LaRue and Rob Novinger had dissolved. The original Chi Chi LaRue's location closed, and the store was renamed Circus of Books again, removing LaRue's name. The episode was not merely a branding change; it represented the public fallout of a failed business partnership and the restoration of the establishment's historic identity after a brief, highly visible rebranding.
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