Brand's transformation continues with new online store, featuring 2,000 SKUs.

Playboy Enterprises has launched PlayboyShop.com, a new e-commerce site that is part of the brand's recent transformation strategy.

The new mobile-responsive online store features branded apparel, barware, accessories, one-of-a-kind handmade items and more. 

Other initiatives that have launched as part of the brand's new transformation strategy include a new "safe for work" website Playboy.com, the addition of an on-the-go extension of "Playboy Now" app and the announced "re-imagining" of the brand's flagship magazine, which will make its debut in March 2016.

From handmade, limited edition items such as custom cigar boxes and classically crafted cardigan sweaters, to heritage items like Ebbets Field Flannel jerseys and hats, PlayboyShop.com features more than 2,000 SKUs that range from men's and women's apparel to homewares and travel gear. The company expects PlayboyShop.com to eventually grow to feature as many as 10,000 SKUs, ranging from affordable to luxury items such as Taschen-published limited edition book set, Hugh Hefner's Playboy, which retails for $1,300. 

The company's new chief brand officer Scott Killian has spearheaded the new e-commerce initiative. Killian joined Playboy just a few months ago from the online sports retailer Fanatics, where he served as head of the company's consumer products licensing and product creation division. Prior to that, he served as president of ShopNBC.

"As we've done with our digital and mobile assets, and the coming redesign of the magazine, PlayboyShop.com represents a reset of what the Playboy brand means as a consumer products business in the United States," says Killian. "We have partnered with a group of very fine manufacturers to create products that reflect Playboy's amazing story, from its earliest days through today–all with unique, high-quality items that reflect the very best of this brand's aspirational ideals. As our founder Hugh Hefner once said, 'Life is best lived with a little bit of style,' and that's exactly what we've created with PlayboyShop.com."