Playboy Has Opened Its First-Ever Retail Store
Playboy will open a pop-up retail store in Los Angeles, selling primarily lingerie, in order to test out the viability of a brick-and-mortar location.
It’s hard to believe that Playboy, a caterer to all things related to debauchery, has never had an actual retail store footprint. Well, just in time for the sexiest Halloweens ever, the brand has partnered with lingerie brands for a limited time pop up in Los Angeles, California.
According to Women’s Wear Daily, Playboy will open its store where it will sell in-housed produced lingerie, denim, and sensual products. The 2,300+ square foot pop-up will likely be opened after Valentine’s Day and is located at the Westfield Century City mall in Los Angeles.
The company says it is introducing the retail concept to test how a more permanent approach to the brand would perform. According to reports, Playboy does plan to move forward with its network of retail-based vendors. This may be risky with the status of retail stores and the economy as of late.
However, one has to question the timeliness of such an announcement with the recent news accusing now-deceased Hugh Hefner of assault and allegedly inappropriate behavior. Although the founder of Playboy had been known as a lothario, his past girlfriends and now publicly telling the stories of what it was like to be in a relationship with him through book deals and podcasts.
One may question if this move to retail is an attempt to show the Playboy brand in a more modern, empowering light. The company will rely on other strong brands such as Yandy and Pacific Sun to attempt to reinvent itself. The Playboy pop-up shop will not only carry lingerie but also denim and other fashionable attire.
The store will also utilize an experiential approach to retail with a selfie spot in the back and an open area where social media creators can publish their stories. Playboy has its own social media platform called Centerfold, which is part of the brand’s attempt to break into technology.
Playboy is planning to have a massive launch just in time for Valentine’s Day with a new drop every week through November leading up to the big romantic day. The company did become a publicly-traded company and is now trading on the stock market at Plby. Perhaps stockholders are demanding an uptick in a down economy and an even rockier time.
The magazine itself ceased publishing in 2020 three years after Hefner’s death. The magazine did try to move forward by creating content, with a lot less nudity, beginning in 2015, but ended up failing during the COVID-19 pandemic.
Although the brand may be embroiled in a troubled past, it is still in existence with a strong online presence and following. With this new location located in the center of affluence and wealth, it is more than likely looking to start a new chapter with the advent of social media influencers.
If it can bolster itself as a cool, in-touch, experiential brand, bunny ears have a strong future. Gen Z has been able to view Playboy as a strong fun brand that collabs with other fun brands. A smart move to keep the brand alive and well. The brand is known for tongue-in-cheek jokes, smart, yet dirty editorials, and naked ladies. But, through continuous innovation, Playboy is still rising to the occasion.
