Playboy Is increasing Its E-Commerce Operations again

Playboy is rolling out a new e-commerce website as part of its ongoing rebrand—and hoping that the company’s iconic (and successful) rabbit iconography will probably be a success with millennial customers.

the brand new mission, known as the Playboy shop, went live weeks after the magazine announced it used to be taking out nudity from the print edition. Playboy has additionally been steerage its digital content toward a Maxim– or GQ-style safe-for-work market positioning for fairly a while due to the web destroying the market for adult magazines sold on newsstands or by the use of subscription.

In a phone interview with fast firm, Playboy agencies CEO Scott Flanders mentioned the web site was once designed to offer an “accelerated customer expertise” with an initial 2,000 merchandise offered at launch. That number is predicted to jump to 10,000.

The product line is a combination of clothes and niknaks for women and men, and a variety of cheeky presents, amongst them an “I learn It For The Articles” pillow for $97.

Flanders brought that Playboy’s brand licensing raises roughly $50 million in revenue each year, with most of it winning on a global degree. In 2014, Playboy generated $1.5 billion in annual retail sales throughout the globe.

The Playboy shop is the logo’s second e-commerce strive in up to date years. It launched a (currently offline) e-cigarette keep called Playboy Vapor in 2014. An prior initiative called Playboy retailer enjoyed tough on-line gross sales within the 2000s, however became tied up in legal and rights concerns.

the brand new initiative was once overseen by Scott Killian, a former government at sports retailer fanatics who was introduced on to build new e-commerce initiatives for Playboy.

associated: The “protected-For-Work” brand Evolution of Playboy journal