LOS ANGELES — Playboy’s parent company has agreed to purchase lingerie brand Honey Birdette for a reported $333 million.
According to a Wall Street Journal report published today, PLBY Group Inc. will acquire Honey Birdette’s “60 physical stores primarily located in Australia, with a few in the U.S. and the U.K.” as part of a diversification strategy.
“The company expects revenue of more than $73 million for the fiscal year that ends this month, representing growth of over 40%,” the WSJ reported.
According to PLBY Group Chief Executive Ben Kohn, Playboy “plans to use its reputation as a pleasure and leisure lifestyle brand to accelerate Honey Birdette’s expansion in different markets through online and physical stores.”
Australian brand Honey Birdette’s intricate lingerie sets, notable for their “strappy” designs, have become a staple of adult content stills and videos, particularly for “glamcore” productions.
