Euphoria Lingerie opens in downtown Fargo after adult retailer Romantix hit roadblock in courts

No decision has been made on whether to close either of Fargo's two Romantix shops.

Mannequins display various items of boudoir wear at Euphoria Lingerie, at 74 Broadway in downtown Fargo, on Wednesday, May 10, 2023.
Chris Flynn / The Forum

FARGO — Downtown Fargo is looking a little sexier.

Euphoria Lingerie, a concept operated by the same people that own the two Romantix adult retail stores in town, is now open at 74 Broadway.

"We're happy, excited to get this in," Assistant Manager Crystal Petersen said Wednesday, May 10.

The storefront in the heart of the city’s staid downtown had been the focus of a months-long court battle between the City of Fargo and Romantix, which had sought to move its downtown operations there despite city officials saying it violated Fargo’s land development code.

After a mid-March appeals court win by the city, Romantix pivoted toward the Euphoria concept.


Since Friday, May 5, the once empty windows of the Syndicate Building display mannequins clad in lacy babydolls, bustiers and camisoles. Inside, the shop’s racks are filled with underwear, from silky and smooth to leather and studs. Several display shelves include gels, lubricants and other products, with racier items kept out of view from the shop’s windows.

"I believe it will do a lot for a lot of people," Petersen said, looking out over the store and its racks of boudoir wear - most of it for women, but a few items for men. "We have designs and sizes for all body types."

Euphoria Lingerie, at 74 Broadway in downtown Fargo, opened on Friday, May 5, 2023. The shop's display floor was ready for shoppers Wednesday, May 10, 2023.
Chris Flynn / The Forum

Fargo Planning Director Nicole Crutchfild said Romantix applied for a retail sales and service permit for Euphoria, and had to meet the requirements of a city ordinance updated in December of last year.

For Euphoria Lingerie to open, the company had to hand over a list of inventory, a layout for the store, and the store was inspected, Crutchfield said Wednesday.

Crutchfield declined to comment on the lawsuit, and said questions should be directed to City Attorney Nancy Morris.

Euphoria Lingerie is in the first floor of the Syndicate Building at 74 Broadway in downtown Fargo, seen here Wednesday, May 10, 2023.
Chris Flynn / The Forum

The Forum messaged Morris at her office at Serkland Law Firm in Fargo.

Matthew Hoffer, an attorney for Lansing, Michigan-based Shafer & Associates, represents Romantix in the case.

On Wednesday, he said the company has “gone through great lengths to be sure they” complied with Fargo’s ordinances.


Hoffer added that “there has been no decision made” to close either the downtown Romantix at 417 Northern Pacific Avenue, or the north Fargo industrial park location at 1015 38th St. N.

The case involved months-long wrangling.

In July 2022, an official with Denver-based Progressive Retail Management (which operates Romantix and Sam & Delilah adult retail stores in more than 15 states), confirmed Romantix planned to move its operations to 74 Broadway in September.

A window display shows off clothing at Euphoria Lingerie at 74 Broadway in downtown Fargo on Wednesday, May 10, 2023.
Chris Flynn / The Forum

City officials objected , saying that moving the adult bookstore from its grandfathered downtown location required that any new location meet the requirements of the city’s land development code. City officials said the Syndicate Building did not meet that standard.

In October, Romantix filed a lawsuit against the city and Crutchfield, saying the City Commission’s denial of the move to the Broadway store was unconstitutional. And it sought a preliminary injunction to prevent the city from acting and to allow the move.

The city countered, saying that selling sex toys doesn’t constitute free speech, and that adult bookstores were not permissible in that part of the city.

Clothing is displayed at Euphoria Lingerie, 74 Broadway, Fargo, on Wednesday, May 10, 2023.
Chris Flynn / The Forum

In early December, the city sought to have the lawsuit dismissed, which was the start of a busy month in the case.

Romantix then sought a temporary restraining order against the city over its effort to alter and strengthen its land development code.


Just before Christmas, U.S. District Judge Peter Welte denied Romantix’s request for the preliminary injunction and temporary restraining order, saying “extraordinary relief is not warranted here.”

The city’s land code changes were approved, which then brought a petition by the owners of the Enchantasys boutiques to get officials to repeal the ordinance changes or put the issue to a vote. The petition drive failed to gain enough signatures.

Despite Romantix’s continued pleas, the United States Court of Appeals for the Eighth Circuit on March 13 sided with Fargo and dismissed the appeal by Romantix.

Euphoria Lingerie is open noon to 10 p.m. daily.

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