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2
min read
· Posted on
February 21, 2024

Playboy owner acquires racy Aussie lingerie brand for over $400 million

Australian brand Honey Birdette has been acquired by Playboy

What's the key learning?

  • Playboy was a perfect fit for Honey Birdette, due to its experience in the same field
  • Companies have a lot to gain from being selective with their buyers
  • Playboy's experience means it can help Honey Birdette with in all facets of its business

WHAT IS HONEY BIRDETTE?

Honey Birdette is the risque lingerie brand, which was founded in 2006. The business has around 60 stores, which are mostly in Australia, but it also has a presence in the US and UK.

Honey Birdette is expected to report $73 million in revenue and $28 million in profit for the 2021 financial year.

And after 15 years (and many approaches by buyers), the company has been sold to the owner of Playboy for a whopping $443 million.

The store has found its perfect partner - Playboy, which was started by the late robe-cladded ladies man Hugh Heffner.

So, what's the key learning?

Companies stand to gain A LOT from being selective when it comes to buyouts.

Honey Birdette received offers from private equity companies and Aussie retailers - but Playboy was the perfect fit.

Playboy is no longer a magazine for pre-pubescent males. It has built an empire of consumer products - like sexual wellness, clothing and gaming. So now, they can help Honey Birdette with:

  • product design capabilities
  • product sourcing capabilities
  • marketing capabilities
  • growing their high-end product range

‍

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