In a bold move to tap into the growing consumer market in Asia, the U.S.-based Playboy Group, best known for its iconic adult magazine, has begun aggressively expanding its brand presence in the region, with a particular focus on China. The company recently opened a Playboy Club in Macau, signaling its commitment to establishing a strong foothold in the Asian market. Analysts believe this strategic shift could help reverse years of financial losses.
The expansion includes not only clubs but also a wide range of branded merchandise featuring the famous Bunny mascot. In fact, 18 Bunnies were reportedly brought in to support the opening of the Macau club, which features luxurious decor, private gaming areas, and stunning views of the city. The group is also planning to build a Playboy Mansion in Macau by 2012, further solidifying its presence in the region.
According to reports from *The Huffington Post*, Playboy had been struggling financially since 2007, with a loss of $27.4 million in the third quarter of 2010. However, the rapid growth of its business in Asia has prompted a strategic shift. The company is no longer just a publisher of adult magazines but is now positioning itself as a lifestyle brand. Products like towels, bedding, and handbags featuring the Bunny have become popular among Asian consumers.
In 2011, it was estimated that Asia would contribute 34% of Playboy’s global revenue, doubling from two years prior. By 2012, the region was expected to generate $20 million in revenue. China, being one of the most dynamic markets in Asia, remains a top priority for the company.
Despite earlier attempts to open a club in Shanghai in 2004, which failed to materialize, the company has made significant progress. Last month, it signed a $50 million five-year deal with a Chinese partner to open 2,000 brand stores across the country. As the Chinese Lunar New Year approached, the Bunny became a key symbol of Playboy’s efforts to connect with local consumers.
Scott Flanders, the group’s president, expressed optimism about the future, stating, “This is obviously a big attraction for us—our largest and fastest-growing market.†He added, “I hope we are more welcome in Asia than in the United States.†Analysts agree that these efforts will likely pay off, as the demand for Playboy’s brand continues to grow in the region.
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