Playboy Expands in China

Playboy Enterprises is expanding its presence in China through a new 10-year licensing partnership with Handong United.

Handong United will manufacture and distribute a wide assortment of Playboy men’s and women’s apparel, including casual fashion apparel, formal and casual footwear and accessories such as belts, bags, backpacks, wallets and travel luggage.

“Playboy has demonstrated success in building a loyal consumer base by introducing a variety of modern apparel and accessories with a renewed focus on attracting a younger male and female consumer base,” says Matt Nordby, president, global licensing and chief revenue officer, Playboy Enterprises. “We look forward to teaming with Handong to design and create new products to further grow our China presence and reach the younger fashion-conscious Chinese consumer.”

The new partnership will further expand Playboy's reach in the region beyond its current 3,000-plus retail touch points. The brand enjoys 97 percent recognition among Chinese consumers (source: Penn Schoen Berland), and has generated $5 billion in retail revenue in China in the last decade.

“We’re proud of the fact that the Playboy brand has achieved household status as the one of the most recognized and popular brands in the world’s leading retail market,” says Scott Flanders, chief executive officer, Playboy Enterprises. “To achieve this leadership position without ever having a media entity in China is a testament to the tremendous power of our brand. China is one of our most important markets, and we’re committed to working with the highest caliber of partners to develop premium quality products to connect our brand to the future generation of Chinese consumers.”