Playboy Enterprises has signed up IMG Licensing Worldwide as its exclusive agent in Europe.
The two companies already enjoy a successful relationship in Asia. The new agreement will cover a wide range of men's and women's apparel, accessories and other product categories. However, PEI said that its pan-global and entertainment venue licences - plus the company's media businesses - will be exempt from the arrangement.
In addition to developing new business prospects, IMG will oversee the financial and legal administrative processes related to Playboy's European licensing agreements and will monitor compliance.
"PEI's successful collaboration with IMG in Asia made extending the partnership to include Europe an attractive opportunity to grow our revenue base and accelerate our transition to a brand management company," said Adrianna Chinnici, PEI's SVP, global licensing. "IMG's extensive network of agents in Europe can help increase Playboy's consumer reach, as well as the visibility and power of the Playboy brand."
Bruno Maglione, IMG EVP and global MD, IMG Licensing Worldwide, added: "IMG's 50-year experience and established infrastructure in the European market will allow us to build on Playboy's success throughout the region."