Just across the street, a Hustler Hollywood adult store provides an interesting juxtaposition to Playboy's new nightspot, emphasizing the magazine's efforts to create a more elevated lifestyle brand.
This re-positioning has been a key initiative
"When I came in, the company was losing money and it was clear that we were a sub-scale global media enterprise in a world where there was a consolidation going on, and so we had to rethink the business model," Flanders told
in 2012. "We've turned the company into primarily a licensing business. The only product we continue to produce is the U.S. magazine under Hef's leadership."
Last year, Playboy, which is ranked No. 42 on
list, brought in $1.5 billion in sales of licensed product, with partners including the upscale Parisian boutique Colette and fashion designer Marc Jacobs.
Now, the company's licensing strategy has evolved beyond simple logo-slapping into what, in some cases, can almost be considered a diffusion-style model, like that of major fashion labels. No where is this more perfectly illustrated that at Bar Fifty-Three, which relies less on the Playboy name and more on the core essence of the brand.
Earlier this month Playboy also announced a new collaboration with eight world artists and licensee Blitzway to create
featuring stylized interpretations of the brand. The figurines will be released throughout the year and will retail for $160.
Also this month, the company unveiled plans to
Through a new 10-year licensing deal with Handong United, a wide assortment of new men's and women's fashion apparel will be arriving on shelves in the region, adding to the 3,000 existing Playboy touch points across the country.
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