Asian expansion on the cards for Playboy

Chief executive says territory is brand's biggest and fastest growing market.
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With a Playboy Club having opened in Macau in November, and a Playboy Mansion being planned for 2012, deals are already being done to sell branded merchandise across Asia.

Asia is now the fastest growing region for Playboy Enterprises - which recorded a net loss of $27.4 million for the third quarter ending September 30th 2010 - despite the magazine itself being banned in China.

Indeed, by 2011, Asia will account for 34 per cent of licensing revenue, and by 2012, it will bring in $20 million in licensing revenue, Playboy Enterprises' chief executive Scott Flanders believes.

The Macau club has been opened with Sands China, which is a division of casino operator, Las Vegas Sands Corp. Macau is the only place in China where gambling is legal.


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Already worth $800m in global retail sales, we find out how the Playboy brand is eyeing up further growth.

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