Thorne’s of Concord will close its doors by the end of the year, shifting away from retail and toward full-time intimacy advice and support.

By nature of the field, Thorne’s has always been a source of education, affirmation and guidance for its customers, manager James Roesener said Monday. In an economy where online shopping can price out small businesses, he and owner Cristie Williams are now diving fully into that support aspect of their work.

“Our store was never about selling things,” Roesener said. “It was about helping people navigate their sexual health and intimate wellness in a safe space with education and science-accurate information. So now that we’re in a new era, it just has to look different.”

The Main Street storefront has a more than four-decade history. Williams joined Thorne’s in 2000 and bought the business in 2019 from Robert and Beverly Smith, who had opened it in 1982. During the pandemic, the store shifted to appointment-only service.

This history means leaving the physical space behind is bittersweet, Roesener said. “But we are excited for this next chapter.”

Going forward, Thorne’s will provide one-on-one coaching and advice and organize events and education.

“So many of our day-to-day interactions are folks who are coming in and who just want to talk. They want to talk about their experiences, their needs and wants in a space that actually allows them to have those conversations,” Roesener said. “But so much of the time when we’re having these conversations with people who are looking for a solution in their intimate life, a product isn’t always the answer. We want to focus more holistically on what wellness is for them.”

Roesener knows first-hand what this kind of support can mean to a person. He first sought out Thorne’s as a customer, finding it difficult to navigate the industry of sexual wellness products as a transgender man. The affirmation and judgment-free assistance he received made him want to be a source of that for others.

“Even products that are advertised to the everyday person are not one-all solutions. We’re all kind of dealing with the same primary issue of miseducation around our sexual selves,” Roesner said. “Being in a position where I can talk to people and learn so much about how we as individuals navigate these parts of our life uniquely and help them to discover what works best for them — it’s been the most fulfilling job.”

Now, as the business moves away from a retail-centered approach, he and Williams get to further that mission. As their vision develops, more information will be available via social media and their email list.

“We’re still looking to create welcoming spaces for people to explore their unique experiences and needs. We’re still looking to provide knowledgeable support, and we’re going to continue that mission in a new way and hopefully build into something that our brick-and-mortar space just wasn’t allowing us,” he said.