LOS ANGELES — Playboy Enterprises announced last week "a corporate repositioning" to establish PEI Holdings as its parent company.
"PEI Holdings will become an owner, incubator and investor in multiple global lifestyle brands focused on four consumer categories: Sexual Wellness, Apparel & Accessories, Home & Hospitality and Beauty & Skincare," the bunny brand reported via PRNewswire.
PEI Holdings will "build, buy and invest in product development, marketing and distribution infrastructure to accelerate the growth of its brands."
PEI Holdings' first announcement is their acquisition of Phoenix-based online intimates retailer Yandy.
"Coupled with Playboy's long and successful history in the domestic and international licensed consumer products business, the acquisition of Yandy will significantly expand the company's direct digital audience reach, its e-commerce capabilities and back-end infrastructure," a rep said.
PEI describes its crown jewel, the Playboy brand, as "reaching a wide global audience through a diverse portfolio of consumer products, content, gaming and hospitality offerings. With 97 percent unaided global brand recognition and nearly 50 million social media fans worldwide, Playboy remains one of the most iconic brands in history. Under its mission of 'Pleasure for All,' the 66-year-old Playboy brand drives more than $3 billion in annual sales at retail across 180 countries."
