Playboy Plans to Test Gay Brand in Britain

LONDON — Playboy may soon use Britain as a laboratory for a new brand aimed at gay men.

According to CEO Christine Hefner, Playboy sees the gay market as a real opportunity to boost revenues.

"We've extended the Playboy brand to women, and where there is a meaningful gay market, launching under a different brand is something we are very comfortable doing,” Hefner said.

Hefner said Playboy is likely to test its new brand in Britain because of the importance of the gay market there.

“In the U.K., our television people are very interested, and I wouldn’t be surprised if we launched something this year,” Hefner said.

The decision to test a gay brand is part of a broader diversification strategy at Playboy. While the famous magazine does turn a profit, Playboy sees opportunities for growth in other areas.

The company has launched a clothing and accessories line aimed at women and plans to supply video clips to mobile phones in the future.

TV remains Playboy’s most profitable division. Last year the company returned a pre-tax profit of $14 million, which ended several years of losses, attributed to investment and building an Internet presence.

While testing a gay brand may seem antithetical to the Playboy image, Hefner stressed that Playboy is about “valuing sexiness and style.”

There is no word yet on a name or logo for the new brand.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Angela White Stars in New Interactive Scene From Brazzers

Multi-XMAs winner Angela White stars with reigning and two-time XMAs Europas Male Performer of the Year Christian Clay in a new interactive release from Brazzers, titled “Taking Angela Back To Your Place.”

Marvin Love Directs 'Rich and Horny Weirdos' for Brazzers

Brazzers has released a new scene directed by Marvin Love, titled “Rich and Horny Weirdos.”

Julia James, Sage Hunter Topline 'Lesbian Sister In-Laws' Sequel

Julia James and Sage Hunter headline the latest release from Girlfriends Films, titled “Lesbian Sister In-Laws 2.”

Jade Greene Fronts Latest From TeamSkeet

Jade Greene stars with Nicky Rebel in the latest release from TeamSkeet.

Bree Mills Wraps Production on Pure Taboo Thriller 'Let Me In Too'

Adult Time has announced that production has wrapped on the Bree Mills thriller sequel "Let Me In Too."

Emma Rosie, Rebel Rhyder Topline Latest Volume of 'Hookup Hotshot: E-Girls'

Emma Rosie and Rebel Rhyder headline Brian Gozzling’s “Hookup Hotshot: E-Girls 28” from Evil Angel.

Agatha Vega Fronts Latest From Ricky's Room

Reigning XMA Europas Female Performer of the Year Agatha Vega stars in the latest release from Ricky's Room, titled "Agatha Habla Sucio."

Taylor Vixxen Makes Her MILFY Debut

Taylor Vixxen has made her debut for Vixen Media Group (VMG) studio imprint MILFY, alongside Dan Damage.

Catherine Knight Makes Her Vixen Debut

Catherine Knight has made her Vixen debut alongside Dan Damage.

Andi Avalon Headlines 'Slutty Nurses 3' From Reality Junkies

Andi Avalon toplines the third volume of "Slutty Nurses" from Mile High Media studio imprint Reality Junkies.

Show More