Penthouse announced the five-year licensing deal with Coquette at the previous International Lingerie Show in April.
Since then, members of the Penthouse creative team have worked with Coquette designers on a range of apparel items including bras, panties, thongs, camisoles, bustiers and corsets. Coquette will manufacture and distribute the Penthouse Lingerie product line in the United States, Canada and Australia.
Penthouse-branded lingerie will be available beginning this month in Penthouse Boutique stores, online at PenthouseLingerie.com, through Penthouse Magazine and at specialty retailers. Penthouse Pets will regularly wear the merchandise in pictorials featured in the magazine and online.
To help promote the new line, Penthouse is bringing a team of Pets along to the International Lingerie Show. Expected to appear are Martina Warren, 2004 Pet of the Year, Courtney Taylor, 2004 Pet of the Year Runner-Up, and Ginger Jolie, October 2004 Pet of the Month.
The lingerie line part of an ongoing effort by Penthouse to raise the profile of its brand. Last month, the company announced it had secured $48 million in private financing and would use a portion of the money to launch a branded broadcast network to compete directly with Playboy Enterprises and its Spice pay-per-view networks as well as New Frontier’s TEN network.