Lifestyle brand has inked a new ten-year deal with fashion and apparel firm Handong United to grow in the territory.

Playboy turns focus to Chinese market

Playboy Enterprises is growing its reach across China with a new apparel and accessories partnership with Handong United.

The ten-year deal will see Handong manufacture and distribute a range of Playboy men’s and women’s apparel, including formal and casual footwear and accessories such as belts, bags, backpacks, wallets and travel luggage.

The deal indicates Playboy’s efforts to grow its presence in the territory that has already generated $5 billion in retail revenue over the last decade.

“Playboy has demonstrated success in building a loyal consumer base by introducing a variety of modern apparel and accessories with a renewed focus on attracting a younger male and female consumer base,” said Matt Nordby, president of global licensing and chief revenue officer, Playboy Enterprises.

“We look forward to teaming with Handong to design and create new products to further grow our China presence and reach the younger fashion-conscious Chinese consumer.”

Scott Flanders, chief executive officer, Playboy Enterprises, has labeled China as one of the firm’s most important markets going forward.

“We are committed to working with the highest caliber of partners to develop premium quality products to connect our brand to the future generation of Chinese consumers,” he said.

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