Playboy To Open London Concept Boutique

Playboy Enterprises announced today that it will open a freestanding Playboy Concept Boutique on London's popular Oxford Street, next spring. Reflecting the global fashion-lifestyle brand's retail strategy to launch at least three stores per year over the next few years, Playboy's upscale shopping destination will be owned and operated under license by Global Designer Brands.

"Historically, Playboy has had a longstanding relationship with London, one of the biggest fashion capitals in the world. Playboy's growing retail success at London's preeminent retailers has demonstrated consumer demand to expand confidently to a freestanding Playboy Concept Boutique in this desirable market," said Christie Hefner, chairman and CEO of Playboy Enterprises, Inc. "Given Oxford Street's reputation for offering the latest fashions to discerning London shoppers, we believe that the freestanding Playboy store, while complementing our third-party distribution, will create additional interest and enthusiasm for our wide range of products."

The Playboy Concept Boutique in London will be the eighth in the world, following store openings in Tokyo, Las Vegas, Melbourne, Hong Kong, Kuala Lumpur, Bangkok and Auckland.

The Playboy Concept Boutique in London will offer a unique shopping experience to style-conscious men and women, as well as to Playboy enthusiasts. Unlike traditional retailers, the Playboy Concept Boutiques emphasize a design-driven look, inspired by the spirit of Playboy and representing concepts inherent to the iconic brand.

The exciting format and design of the store undoubtedly will be a destination point for European shoppers. Offering men's and women's collections of Playboy apparel, jewelry, accessories, footwear, and swimwear, the new location also will feature the high-end "Playboy Intimates" white-label lingerie and Playboy "Icon" collection of evening dresses.

In May 2006, Playboy Editor-in-Chief Hugh Hefner visited London for the first time in over five years to celebrate his 80th birthday with an exclusive in-store event to launch Playboy men's underwear at Harvey Nichols.

Celebrities and fashion influencers spotted wearing Playboy fashions and accessories include Britney Spears, Jennifer Lopez, Janet Jackson, Jade Jagger, Snoop Dogg, and Lenny Kravitz.