Elan Rofé, owner of Electric Lingerie and president of Hustler Lingerie for the past three years, will continue in those roles. Wilson Kello also will continue in his role as creative director.
“I am ecstatic that we were able to make this deal, and especially happy with the help from Hustler and specifically Theresa Flynt — I am confident that the brand will evolve in a way that is most impressive,” Rofé said. "It's the smartest possible evolution of the brand. We've got the same core personnel who really created the name, and now we've got the freedom and autonomy to take things to the next level."
Rofé said he is planning a revamped packaged line, new hosiery, sexy bedtime costumes and an expansion of his miniskirt line.
"We're finally able to respond to the feedback we've been getting from the industry, which is to say we're going to have sexy, mouthwatering items at substantially reduced prices," he said.
The agreement gives Electric Lingerie the right to the brand for three and a half years with an additional one-and-a-half-year extension.
“The next five years will be a very exciting time for the brand,” Kello said. “We have made such a global impact in a mere three and a half years and this deal insures the future and longevity of the brand which, honestly, some people had questioned.”
Hustler’s promotional touring schedule for next year will be announced in the coming months.