Playboy has made a significant move in the Australian lingerie industry by acquiring the controversial brand Honey Birdette for a staggering $443 million. The brand, known for its provocative advertisements, was founded in Brisbane in 2006 by Eloise Monaghan. With 60 stores globally, including in the US and UK, Honey Birdette has been under scrutiny for its risqué marketing strategies that have raised concerns among parents.
The acquisition by PLBY Group, the parent company of Playboy, marks a pivotal moment for both brands. Honey Birdette, set to generate $97 million in revenue and $37 million in earnings for the 2021 financial year, has become a household name in the lingerie industry. Eloise Monaghan expressed pride in joining forces with Playboy, highlighting her initial ambition to create a brand that empowers women and promotes body confidence.
While the deal signifies a strategic partnership between two iconic brands, it has also stirred controversy. Mothers have expressed dismay over the brand’s advertisements, featuring scantily clad models in public spaces frequented by families. Some have initiated petitions and online polls to address their concerns about the brand’s marketing tactics, labeling them as ‘soft porn.’
Notably, Honey Birdette faced backlash from a flight attendant who criticized the brand for its portrayal of air hostesses in a raunchy advertising campaign. The contentious campaign, depicting cabin crew members in lingerie, drew accusations of objectifying female flight attendants. Despite the criticism, Eloise Monaghan defended the brand, accusing detractors of misconstruing the company’s message and undermining women’s empowerment.
As Honey Birdette continues to make waves in the lingerie industry with its bold approach to marketing, the acquisition by Playboy signifies a significant milestone for both brands. The partnership between these two renowned names is poised to reshape the landscape of the lingerie market, offering a blend of empowerment, luxury, and provocative aesthetics to consumers worldwide.
📰 Related Articles
- Honey Birdette Challenges Lingerie Regulations in Advertising Standards
- Tucows Acquires eNom in $83.5M Deal, Reshaping Domain Industry
- Suzi Taylor’s Provocative Lingerie Photos Spark Online Controversy
- PLBY Group CEO Announces Sale of Honey Birdette
- Nala Lingerie Redefines Inclusivity in Fashion Industry