London Playboy Style

Tuesday, 04 September 2007
On September 13th, Playboy Enterprises Inc. is opening its first European Playboy Concept Boutique on 153 Oxford Street in London. The launch is part of the brands global retail strategy to expand with three stores every year in the upcoming years. The operation is overlooked by Global Designer Brands.

To the international entertainment company it was an obvious decision to open a freestanding five floor flagship store in the capital. The location and the growing demand by consumers will hopefully make it into a destination for London shoppers. The boutique offers a wide range of Playboy products and will complement their third-party distribution.

The London based Playboy concept store will be the eight in the world. Over the last five years, Playboy Enterprises Inc. launched stores in Tokyo, Las Vegas, Melbourne, Hong Kong, Kuala Lumpur, Bangkok and most recently in Auckland. The Playboy iconography is used as inspiration for its designer products and the architectural elements of the shop. Playboy apparel, jewellery, accessories, footwear and swimwear will be on offer, alongside the more high-end lingerie line Playboy Intimates and Playboy Icon’s evening dresses.

With the opening of more concept stores, Playboy is looking at continuing its growth and interest after reposition the company in 1999 and offering Playboy clothing lines and lifestyle products, as well as interior design and entertainment. On a whole Playboy’s licensed business generates in excess of £350m in retail sales worldwide spread over 130 countries.

London has a special meaning for Editor-in-Chief Hugh Hefner, who celebrated his 80th birthday with an exclusive in-store event to launch Playboy men’s underwear in Harvey Nichols in 2006.

Designer Christopher Chronis will host a special launch party on September 27th.

Image: Playboy