Playboy China launches with $250m apparel ambitions

The venture will jointly own and operate the Playboy branded consumer products business in parts of the China market, including mainland China.

It will focus on “reinvigorating all aspects of the China-market Playboy apparel business”, including online and offline retail strategies, product design and assortment, and brand marketing.

The Shanghai-based team said it would look to build on Playboy’s current roster of licensees and online storefronts by adding new partners and growing through new product categories.

“The Playboy China joint venture continues PLBY’s evolution from a traditional licensing model to a selectively owned and operated business model to maximise the value of the Playboy brand across our businesses,” said Ben Kohn, CEO of PLBY Group.

“Through this joint venture, the Playboy business in China will benefit from a best-in-class operating team with Charactopia.”

Governing the venture will be a board of directors that include representatives from both Playboy and Charactopia with Playboy retaining majority ownership of Playboy China. The team will work closely with the Playboy apparel team in the US to ensure a unified presentation and positioning for the Playboy brand globally.