By  on April 2, 2008

Double-digit growth at Playboy's online store for women prompted the company to outsource its operation to e-Fashion Solutions, which also handles such brands as DKNY, Baby Phat and Judith Leiber.

Shopthebunny.com is thriving in part because of Playboy's multichannel strategy, which includes the hit TV reality show "The Girls Next Door" on the E network and the Playboy Club at the Palms Casino Resort in Las Vegas, opened in 2006, as well as eight brick-and-mortar stores worldwide.

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