As if it wasn't all in already on this view, Playboy (PLBY) is apparently reiterating one age-old mantra in business — sex sells.
The sexual lifestyle company — fresh off its public debut via a SPAC transaction in February — is buying high-end lingerie and pleasure products maker Honey Birdette.
The female-founded lingerie brand has significantly grown its consumer reach and operations to North America and Europe. The acquisition will expand PLBY Group’s brand portfolio with a new high-end franchise, and will provide the Group with the product design, sourcing and direct-to-consumer capabilities to accelerate the growth of its apparel businesses, the companies said in a joint press release.
“We are extremely excited to welcome Honey Birdette to PLBY Group,” said the group’s CEO Ben Kohn in a release. “We strongly believe in the power of brands, and are thrilled by Honey Birdette’s potential to become a multi-billion-dollar luxury lifestyle franchise.”
Spice up your summer with barely-there intimates from Australian brand Honey Birdette, a celeb favorite that has opened its first Las Vegas boutique at Fashion Show Las Vegas. “It’s Honey Birdette’s 15th anniversary this year, and opening in Sin City is the perfect way to celebrate,” says founder Eloise Monaghan, who counts Cardi B, Kylie Jenner and Gwen Stefani as clients of the brand.