LOS ANGELES — PLBY Group has entered into a seven-year licensing agreement with fashion and merchandising company Sunny Cusco for the exclusive rights to develop and sell apparel and licensed products on the Playboy Shop website.
A fully redesigned Shop.Playboy.com site is expected to launch in October, showcasing new products.
Pursuant to the agreement, Sunny Cusco is required to make an upfront payment of $1.25 million on signature, as well as an additional $6.3 million in minimum guarantees and excess royalties to be paid above the minimums, PLBY Group reported through a statement.
Through this new partnership, a rep said, Playboy “will expand its social media and commerce strategy working hand in hand with creators and influencers to activate unique opportunities with products and collections featuring the iconic Playboy brand. As Playboy’s creator and influencer partners share content and product discovery with their fans, Playboy will be able to reach and monetize new audiences across the rapidly growing social commerce segment.”
PLBY Group CEO Ben Kohn said, “Our creator community is an essential part of our business, and we are excited to have found a like-minded partner in Sunny Cusco. Sunny shares our vision to expand the Playboy Shop beyond its web presence, leveraging prominent social commerce platforms such as TikTok Shop and Instagram Shop to reach new consumers in a more interactive and entertaining way. By offering this capability to our Playboy Club creator community, we will become a more comprehensive partner to creators in expanding and diversifying their revenues in seamless ways that other creator platforms currently do not.”
For more information, visit Shop.Playboy.com.
