A recent adult novelty shop, “Il vizietto” – a name referencing Ugo Tognazzi’s 1978 film and its controversial title – has opened in Cremona, Italy, at 83 Via Giordano, a street already known for traffic congestion and local disputes. The opening comes as traditional retail businesses struggle in the city center and surrounding areas.
Entry to the shop requires customers to scan their national health card at a designated terminal, a measure described as “rigorous” by local media. Signage prominently displays the age restriction of 18 years or older.
The choice of the name “Il vizietto” (“The Little Vice”) is a direct allusion to Tognazzi’s film, which was itself an adaptation of the French comedy “La Cage aux Folles.” Tognazzi publicly protested the Italian distribution’s chosen title, arguing it lacked “elegance, taste and respect for certain situations and problems that today’s society has civilly accepted,” according to reports from the time.
The opening of the shop occurs against a backdrop of declining retail activity in Italy. Data from InfoCamere-Unioncamere and Movimprese, updated through March 2019, indicated a 5.4% decrease in adult novelty shops between 2015 and 2019, with 315 such businesses operating nationwide. The majority are located in northern Italy, particularly in Lombardy, Lazio, and Emilia-Romagna.
Recent financial reports indicate that businesses in this sector have been facing economic challenges, with closures attributed to financial difficulties rather than moral objections.
Interestingly, a 2019 amendment to Italy’s “decreto crescita” (growth decree) extended eligibility for municipal contributions – designed to support the reopening or expansion of businesses in smaller towns – to include adult novelty shops. This measure sparked debate at the time.
The Guardia di Finanza (financial police) in Venice recently uncovered irregularities within the sector, identifying 52 employees working without contracts and discrepancies in reported working hours, resulting in fines totaling 600,000 euros.
As of August 25, 2025, consumer complaints regarding Giordano Shop Srl have been filed with Altroconsumo, citing issues with order fulfillment and delayed shipments. One consumer reported a failure to deliver a bathroom fixture ordered on August 16, 2025, resulting in a missed appointment with a client and a claim for 8.90 euros in damages.
