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Playboy Enterprises, Inc. (PEI) announced today that it will open a freestanding Playboy Concept Boutique on London's popular Oxford Street, next spring. Reflecting the global fashion-lifestyle brand's retail strategy to launch at least three stores per year over the next few years, Playboy's upscale shopping destination will be owned and operated under license by Global Designer Brands (GDB).
"Historically, Playboy has had a longstanding relationship with London, one of the biggest fashion capitals in the world. Playboy's growing retail success at London's preeminent retailers has demonstrated consumer demand to expand confidently to a freestanding Playboy Concept Boutique in this desirable market," said Christie Hefner, chairman and CEO of Playboy Enterprises, Inc. "Given Oxford Street's reputation for offering the latest fashions to discerning London shoppers, we believe that the freestanding Playboy store, while complementing our third-party distribution, will create additional interest and enthusiasm for our wide range of products."
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Fashion for women
