News & Events

Playboy Is Expanding and Buys a Lingerie Brand from Australia, Honey Birdette

honey birdette

On Tuesday, Playboy announced intentions to buy a lingerie brand, called Honey Birdette, for 333 million dollars in cash and stock.

The men’s lifestyle firm believes in the success of both brands and is excited about the potential of the Australian-based brand. The Playboy manager was deeply impressed by the founder and the team of Honey Birdette, highlighting its fast growth.

Now, the company’s plan is to stimulate Honey Birdette’s development into new areas and products. In addition, Playboy wants to focus on lingerie, homewear, and swimwear, taking the advantage of Honey Birdette’s excellent product design. The purchase of the Australian lingerie brand is a part of the brand’s mission to become a leading entertainment platform.

honey birdette x playboy

Honey Birdette, a brand created for women to be confident, was founded in 2006 and has 60 stores in three countries. The brand is also planning to open new shops in the US, UK, and Europe, as well as to expand its lingerie collection.

Playboy is growing fast and is also trying to abandon its legacy as a male-oriented magazine. After Playboy’s magazine stopped publishing after 66 years, the brand is now rebranding itself as a consumer-oriented business for men and women.

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