NEW YORK – March 17, 2008 – Playboy Enterprises, Inc. announced today that it has selected eFashionSolutions to manage the end-to-end catalog and e-commerce operations of its retail brands -- ShopTheBunny.com and PlayboyStore.com. eFashionSolutions, LLC, the leading full-service e-commerce provider behind Rocawear, Ben Sherman, DKNY, Baby Phat, and many other luxury, urban-lifestyle, and celebrity-licensed fashion brands, will handle all aspects of the direct-commerce business for Playboy including design, photography, inventory management, merchandising, marketing, payment, fulfillment and shipping, and customer service.
“We are partnering with eFashionSolutions because of its impressive platform and proven execution in growing the e-commerce businesses of other leading fashion-lifestyle brands,” says Jeremy Westin, Executive Vice President, Business Development, Playboy Media Group. “With its targeted focus on intersecting fashion and entertainment, as well as a comprehensive end-to-end commerce solution, we believe eFashionSolutions is uniquely positioned to help us grow significantly our direct-sales businesses and create the best online complement to our multi-channel retail strategy.”
Playboy’s decision to bolster its direct-commerce efforts stems from the unprecedented growth and appeal of the brand, as demonstrated by the popularity of E! Entertainment Television’s #1 show --“The Girls Next Door” -- and the Playboy Club at the Palms Casino Resort in Las Vegas. Also contributing to this achievement are Playboy-licensed product collections and freestanding retail fashion boutiques, which currently include locations in Las Vegas, London, Melbourne, Auckland, Hong Kong, Bangkok, and Kuala Lumpur. Leveraging the success of these lifestyle-based initiatives, Playboy and eFashionSolutions believe that this renaissance for the brand will drive sales of the Playboy-branded merchandise.
“Playboy is one of the most iconic and powerful fashion-lifestyle brands in the world,” says Edward P. Foy, Jr., CEO, eFashionSolutions. “With the fashion-forward ShopTheBunny.com and the lifestyle- focused PlayboyStore.com, we are adding two premiere global businesses to our client roster. We are confident that our global commerce platform will enable Playboy to significantly expand these businesses and deliver an outstanding commerce experience to Playboy’s customers.”
About eFashionSolutions, LLC:
eFashionSolutions is the leading provider of online flagship stores to the branded fashion apparel/accessories, entertainment, and specialty retail industries. The eFashionSolutions e-commerce services are supported by a comprehensive technology platform. Services include buying and merchandising, design, photography, e-marketing, business intelligence, customer service, order management, and fulfillment functions. The Company is led by apparel and retail executives with extensive experience in merchandising, branding, customer service, and the technology solutions required to effectively manage and grow an online retail business. In 2006, eFashionSolutions was named to the Inc. 500 and NJ Finest 50. In 2007, the company received the USPS Strategic Business Development Award for their global shipping program, was named a finalist by the Extended Retail Institute in the Multi-Channel category, and received a Webby Award Nomination for DKNY.com. eFashionSolutions offers six different languages with 12 foreign currency conversions and shipping to over 200 countries.
Launched in 2007, ShopTheBunny.com embodies the Playboy “good life” with its fashionable, sexy, and heritage-inspired collections. Targeting style-conscious 18-35 year-old women, the site provides 24/7 access to Playboy’s iconic fashion apparel, accessories, and home products. Playboy-licensed products are also sold at leading department and specialty stores, as well as at freestanding Playboy Concept Boutiques worldwide.
Launched in 1997, PlayboyStore.com has offered merchandise reflecting the style and sexiness that Playboy’s male readers embrace and have come to expect from one of the world’s most powerful, recognizable, and iconic brands. PlayboyStore.com’s fun and unique Playboy-branded offerings include a sexy variety of fashion, home, lifestyle, media, and entertainment merchandise for men to enjoy and share with the women in their lives.
About Playboy Licensing:
Playboy’s licensed products generate in excess of $800 million in global retail sales in more than 150 countries. The line includes men’s and women’s fashion apparel and accessories, underwear, swimwear, footwear, and cosmetics, as well as home furnishings and entertainment offerings. Sold at leading department and specialty stores worldwide, Playboy products are also available at freestanding Playboy Concept Boutiques around the globe with details available at playboystyle.com.
Director of PR, Digital Media, Playboy Enterprises, Inc.
Carrol Van Stone
Publicist for eFashionSolutions