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Playboy plans fashion boutiques in Hong Kong & Kuala Lumpur

Oct '05
Brand-driven & international multimedia entertainment store marks Playboy Enterprises Inc announced Hong Kong and Kuala Lumpur as the fourth and fifth locations, respectively, for its freestanding Playboy Concept Boutiques. Both are expected to open at year's end.

The upscale shopping destinations will offer full collections of Playboy fashion and accessories, as well as other Playboy-branded consumer products, appealing to style- conscious young men and women. The deals are licensing ventures that do not require a capital investment from Playboy.

In Hong Kong, Playboy will open a boutique on Cleverland Street in Causeway Bay's ultra-modern Fashion Walk area, home to other popular fashion brands such as Diesel, Camper, IT, and D-Mop. Speedplan, Playboy's licensee for men's and women's apparel and accessories for Hong Kong and Taiwan, also will serve as the retail licensee. Rental space in Causeway Bay is among the most expensive in the world; the store will span 2,100 square feet.

The Playboy Concept Boutique, Kuala Lumpur will open in the Mid-Valley Mall on the ground floor, and span 2,500 square feet. Zillion, Playboy's licensee for women's apparel, handbags, and jewelry for Hong Kong and Singapore, will open the store. To support the launch of the new locations, Playboy CEO Christie Hefner will embark on a weeklong Asian and Australian retail tour, visiting the Playboy Concept Boutiques in January 2006.

The openings also leverage Playboy's expansion at retail in specialty stores and leading department stores throughout the United States, Asia, and Europe. Retail stores that have carried Playboy fashion merchandise include Henri Bendel in New York, Selfridges in London, Colette in Paris, and Seibu in Hong Kong.

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