Playboy opens online shop

Playboy Enterprises is undergoing a brand transformation and has unveiled a new e-commerce initiative to showcase branded goods on a platform designed to be "safe for work."

The site is mobile responsive and features apparel, barware, accessories and handmade items. The merchandise assortment goes well beyond licensed goods to feature an assortment of more than 2,000 SKUs of lifestyle items for men, women and home as the brand seeks to extend its audience beyond its traditional older male reader.

The 62-year-old media company has made several dramatic changes in recent months, including a new look and focus for the magazine that will no longer feature nude photos.

The brand relaunched its website in 2014 as a safe-for-work site, prompting a swift 400 percent increase in monthly visitors, and the lifestyle positioning has already begun attracting a younger audience. Following the website's redesign, the average visitor's age shrank from 47 to 30 years old, according to the company.

"As we've done with our digital and mobile assets, and the coming redesign of the magazine, PlayboyShop.com represents a reset of what the Playboy brand means as a consumer products business in the United States," said Scott Killian, chief brand officer. "We have partnered with a group of very fine manufacturers to create products that reflect Playboy's amazing story, from its earliest days through today—all with unique, high-quality items that reflect the very best of this brand's aspirational ideals. As our founder Hugh Hefner once said, 'Life is best lived with a little bit of style,' and that's exactly what we've created with PlayboyShop.com."

The company expects the shop to expand and carry 10,000 SKUs including higher-priced "affordable luxury items."

Media companies are expanding into retail in a variety of ways. Vogue recently partnered with Target stores to run an ad campaign featuring shoppable pages. In addition, Elle partnered with ShopAdvisor and RetailMeNot to create the Shop Now collection of curated content, and the promotion drove 500,000 store visits via beacons and push notifications. 

For more:
-See this Playboy Enterprises press release

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