Playboy Expands Licensing Presence in China


Playboy Expands Licensing Presence in China

Attracts New Generation of Chinese Consumers across
Men & Women Fashion Categories

Signs Handong United Partnership to Grow and Streamline
Distribution in More than 3,500 Points of Distribution

LOS ANGELES, Calif – May 6, 2015 – Playboy Enterprises, Inc. today announced the expansion of its fast growing presence in China, underscoring its dominant position as one of the largest licensing brands in the country. Enjoying a 97 percent brand awareness among Chinese consumers (source: Penn Schoen Berland), the Playboy brand is wildly popular with presence in more than 3,000 Chinese retail locations. Furthermore, Playboy is accelerating its Mainland growth and has signed a new 10 year licensing partnership with Handong United.

“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,” said Scott Flanders, CEO, 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.”

Under the new licensing partnership, Handong United will handle the manufacturing and distribution of a wide assortment of men’s and women’s fashion apparel, including casual fashion apparel, formal and casual footwear, and accessories, such as belts, bags, backpacks, wallets, and travel luggage. Leveraging Handong’s broad distribution network, Playboy is expected to further expand beyond its current reach from 3,100 to 3,500 retail touch points.

With a track record of success of doing business in China for more than 20 years, Playboy has generated $5 billion in retail revenue in China in the last decade. In 2014, Playboy generated $1.5 billion in annual retail sales across the globe, with more than half a billion derived from China. Furthermore, Playboy continues to generate momentum through its portfolio of long time partners in apparel, footwear, luggage and accessories, who actively market the brand through its Physical® and VIP® sub-brands, which have 1000 and 180 points-of-sales respectively.

“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,” said Matt Nordby, President, Global Licensing and Chief Revenue Officer, Playboy Enterprises. “We’re enhancing our licensing portfolio with long-term, brand-enhancing partners, and Handong United is a partner that can deliver a premium and superior product quality. 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.”

“As one of the most famous and treasured brands in China, Playboy is considered the ‘must-have’ fashion choice by men and women across the Mainland,” said Xiaojian Hong, Executive Officer, Handong United. “We’re grateful to have been selected by Playboy to be their esteemed partner in developing and bringing new, premium fashion and accessory collections so even more Chinese consumers can enjoy the iconic Playboy brand experience for generations to come.”

In addition to its concerted efforts to broaden its footprint in Asia, Playboy has focused on both expanding its existing audience base and attracting a new generation of consumers across the globe by revamping and refining its licensing portfolio. In recent years, the Company has partnered with top tier retailers and brands, such as Collette (Paris), Lane Crawford (Hong Kong, Beijing and Shanghai), Isetan (Tokyo), Marc Jacobs (Global) and included fashion icon Kate Moss in the celebration of its 60th Anniversary in 2014.

About Playboy Enterprises, Inc.
Playboy is one of the most recognized and popular consumer brands in the world. Playboy Enterprises, Inc. is a media and lifestyle company that markets the brand through a wide range of media properties and licensing initiatives. The company publishes Playboy magazine in the United States and licenses foreign editions of Playboy around the world; operates, a leading men’s lifestyle and entertainment site; and creates content for distribution via television networks, websites, mobile platforms and radio. Through licensing agreements, the Playboy brand appears on a wide range of consumer products in more than 180 countries, as well as retail stores and entertainment venues. For more information about Playboy Enterprises, please visit

Press Contacts

Ray Yeung
Brainerd Communicators

John Vlautin
Playboy Enterprises, Inc