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Playboy partners with eFashionSolutions
18
Mar '08
Playboy Enterprises Inc announced that it has selected eFashionSolutions to manage the end-to-end catalog and e-commerce operations of its retail brands -- ShopTheBunny.com and PlayboyStore.com.

eFashionSolutions LLC, the leading full-service e-commerce provider behind Rocawear, Ben Sherman, DKNY, Baby Phat, and many other luxury, urban-lifestyle, and celebrity-licensed fashion brands, will handle all aspects of the direct-commerce business for Playboy including design, photography, inventory management, merchandising, marketing, payment, fulfillment and shipping, and customer service.

“We are partnering with eFashionSolutions because of its impressive platform and proven execution in growing the e-commerce businesses of other leading fashion-lifestyle brands,” says Jeremy Westin, Executive Vice President, Business Development, Playboy Media Group.

“With its targeted focus on intersecting fashion and entertainment, as well as a comprehensive end-to-end commerce solution, we believe eFashionSolutions is uniquely positioned to help us grow significantly our direct-sales businesses and create the best online complement to our multi-channel retail strategy.”

Playboy's decision to bolster its direct-commerce efforts stems from the unprecedented growth and appeal of the brand, as demonstrated by the popularity of E! Entertainment Television's no. 1 show --“The Girls Next Door” -- and the Playboy Club at the Palms Casino Resort in Las Vegas.

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