Playboy Concept Boutique in London to offer unique shopping experience

20 Dec '06

3 min read

Playboy Enterprises Inc (PEI) announced 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 (GDB).

"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."

In addition to the Playboy Concept Boutiques, a high-end retail boutique opened in June 2006 in the Palms Casino Resort in Las Vegas. The store is part of a larger entertainment destination, which is operated by the Palms Casino Resort and the N9NE Group, and opened in October 2006, revealing a nightclub, boutique casino and lounge, and sky villa, all featuring the world-famous Playboy Rabbit Head.

ThePlayboy 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.

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