Playboy Inks Deal With Bendon Group for Intimate Apparel

NEW YORK — Playboy Enterprises has inked a deal with the Bendon group to launch Biofit x Playboy, a new collection of intimate apparel.

The line is centered on Bendon’s customized Biofit push-up bra technology. Bendon is also the company behind international brands including Elle Macpherson Intimates and Stella McCartney Lingerie.

Playboy’s collection will launch with bras, panties and a corset.

Biofit’s customized padding technology reportedly set a new standard in intimate apparel and quickly became a wardrobe staple for lingerie lovers across the U.S. when it was first introduced to the marketplace at Victoria's Secret.

The Biofit x Playboy collection features the exclusive SecretService suede-touch lining, which is designed to keep wearers lifted, in place and adjustment-free all day.

"At Bendon, we're proud to deliver the latest in intimate apparel innovation. Biofit x Playboy fuses the allure of Playboy with our renowned Biofit technology for a contemporary, stylish and seductive everyday line," said Bendon CEO Justin Davis-Rice.

He added, "We couldn't be more thrilled to partner these two iconic brands to offer customers with a new and improved intimates experience."

The aesthetic of the intimate's collection is inspired by Playboy’s global design-driven lifestyle brand.

"Playboy has celebrated the female form for more than 60 years and the Biofit x Playboy line honors that tradition with its seductive aesthetic, as well as the exquisite detailing and customized fit that Bendon brands are known for," said Matt Nordby, Playboy’s president, global licensing. "We're excited about the release of this collaboration that perfectly combines fashion and function."

The Biofit x Playboy bras are available at the suggested retail price of $39.95-$49.95, the panties at $14.95, and the corset at $99.95.