Joe Francis to Expand 'GGW' Brand With Apparel, Restaurant Chain

HOLLYWOOD, Calif. — Mantra Films Inc. founder Joe Francis, the man behind the controversial "Girls Gone Wild" product, announced plans to expand his brand to include a line of apparel and a chain of family-unfriendly eateries.

In a Los Angeles Business Journal cover story, Francis said he plans to open two "Girls Gone Wild" theme restaurants in Cancun and Cabo San Lucas in 2008. Once those two are established in Mexico, Francis said he will open several more in beach tourist locations around the world and eventually in college towns across the U.S.

In addition to his restaurant plans, Francis said he will release a line of swimwear and casual wear to be sold in boutiques and upscale department stores.

Jen Mallini, vice president of apparel, told XBIZ that the line features "high end" designs and may branch an accessories collection.

Francis' plans are a further attempt to branch into the mainstream world, but not blend in with other similar franchises.

Unlike chains like Hooters or Planet Hollywood, Francis said his restaurants will abandon the concept of "family friendly." He instead will feature food and drink to appeal to a younger — and primarily male — crowd, and even open topless-optional eateries in some countries.

"Being a family restaurant is not going to give your bar business," Francis said. "We're very honest about that. It's a fundamental problem with all these themed restaurants."

Francis also refuses to allow mass retailers to stock his clothing line.

"We could pick low-hanging fruit by going to mass retailers, but if you could buy us in Target or Kmart, it wouldn't make us cool," said Mantra's Chief Operating Officer Scott Barber. "And cool is our stock in trade."

Malli said the merchandise is for now being sold in specialty boutiques across the country and that the line will be available in major department stores next year.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Roxie Rae Relaunches Site Through XSiteAbility

Roxie Rae has relaunched her site through XSiteAbility.

Nicole Nixon Stars in Latest From Immoral

Nicole Nixon stars with Matt Bird, Dean Van Damme, and "Porno Dan" Leal in a new three-part release from Immoral Productions.

Kiki Cali Toplines 'Pleasure Vixens 4' From BAM Visions

Kiki Cali headlines the fourth volume of "Pleasure Vixens," co-directed by multi-XMAs winner Mick Blue and Maestro Claudio, aka BAM Visions, from Evil Angel.

Brianna Coppage Makes Her WIFEY Debut

Creator Brianna Coppage stars with her husband Phillip and Jax Slayher in the latest release from Vixen Media Group studio imprint WIFEY.

Isa Bella, Selena Ivy Topline 'Lesbian Sex 28'

Isa Bella and Selena Ivy headline the latest release from Girlfriends Films, titled “Lesbian Sex 28.”

Catherine Knight Stars in Latest From Brazzers

Catherine Knight stars in the latest release from Brazzers, titled "GRWM (To Fuck)."

Federal Appeals Court Vacates FTC 'Click to Cancel' Rule Pending Review

The U.S. Court of Appeals for the 8th Circuit on Tuesday vacated the Federal Trade Commission’s “click-to-cancel” rule aimed at making it easier for consumers to cancel online subscriptions, pending further review.

Elegant Angel Premieres Nicole Kitt Showcase 'Cats Eye'

Nicole Kitt gets the spotlight in a new four-part showcase release from Elegant Angel.

Private Releases 'The Love Hotel 2'

Private has released “The Love Hotel 2,” directed by Dave Menich.

Show More