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Playboy Outsources Quickly Growing Women’s Store

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...

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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.

This story first appeared in the April 2, 2008 issue of WWD.  Subscribe Today.

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.

“Kendra [Wilkinson, one of three Hugh Hefner girlfriends in the show] will be carrying Playboy luggage [on ‘The Girls Next Door’] and I will get a call from someone who says, ‘I was just watching this show on the E channel and where can I get this suitcase?'” said a spokeswoman. “As the show became more popular, we saw an increase in foot traffic and online.”

Playboy sells $800 million a year in licensed merchandise worldwide, which includes a full line of intimates as well as accessories and home products such as bedding and barware. That figure includes e-commerce sales, which have experienced double-digit growth in the last three years, according to Scott Stephen, divisional executive vice president and general manager of online for

Playboy Enterprises Inc. Shopthebunny.com launched last year. Since 1997, the company has also operated playboystore.com, which is aimed at men and carries lingerie as well as videos and magazine subscriptions.

E-Fashion Solutions started running shopthebunny.com at the beginning of March and handles operations, fulfillment, photography and customer service. The company’s updated promotional capabilities will let clients easily sell related and matching items. The software can also handle customized merchandise, such as monogrammed T-shirts and sweatshirts.

“Our software makes it easier to sell related and matching items, which will increase the average order value,” said Ed Foy, e-Fashion Solutions chief executive officer. The company is based in Secaucus, N.J.

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