LONDON, Dec. 19 /PRNewswire-FirstCall/ -- 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." The Playboy Concept Boutique in London will be the eighth in the world, following store openings in: * Tokyo (2002), which was recognized as one of 40 top stores in the world by the Retail Leaders Association * Las Vegas (May 2005), the first U.S. retail location at The Forum Shops * Melbourne (September 2005), in Australia's fashionable Chapel Street area * Hong Kong (January 2006), in Causeway Bay's upscale Fashion Walk area * Kuala Lumpur (July 2006), in Utama Shopping Mall, Malaysia's premier fashion area * Bangkok (August 2006), in the new Central World Plaza Mall * Auckland (Spring 2007), in Sylvia Park, the country's largest shopping center In addition to the Playboy Concept Boutiques, a high-end retail boutique opened in June 2006 in the Palms Casino Resort in Las Vegas. The store is part of a larger entertainment destination, which is operated by the Palms Casino Resort and the N9NE Group, and opened in October 2006, revealing a nightclub, boutique casino and lounge, and sky villa, all featuring the world- famous Playboy Rabbit Head. The Playboy Concept Boutique in London will offer a unique shopping experience to style-conscious men and women, as well as to Playboy enthusiasts. Unlike traditional retailers, the Playboy Concept Boutiques emphasize a design-driven look, inspired by the spirit of Playboy and representing concepts inherent to the iconic brand. Their fixturing is purpose-developed for Playboy, making the architectural elements "concepts" unto themselves, with furniture and fixtures inspired by Playboy iconography, enhancing the shopping experience. The exciting format and design of the store undoubtedly will be a destination point for European shoppers. Offering men's and women's collections of Playboy apparel, jewelry, accessories, footwear, and swimwear, the new location also will feature the high-end "Playboy Intimates" white-label lingerie and Playboy "Icon" collection of evening dresses. In addition to the Playboy Concept Boutique in London, Playboy opened its first-ever fashion showroom in May 2005, occupying two floors at 48 Beak Street in the trendy Soho area. The venue serves as a fashion hub for media and retail buyers. Further demonstrating its commitment to the London market, Playboy opened a regional office on Rosebery Avenue in Holborn in fall 2006. In May 2006, Playboy Editor-in-Chief Hugh Hefner visited London for the first time in over five years to celebrate his 80th birthday with an exclusive in-store event to launch Playboy men's underwear at Harvey Nichols. Other London retail partnerships have included the debut at Selfridges of Playboy's prestige cosmetics collection, "Playboy Beauty" and "Playboy Exposed" at Harvey Nichols, a photo exhibit of the most iconic images in Playboy's history that were incorporated in men's and women's fashion items. Luxury retailers that have carried Playboy fashion merchandise also include Henri Bendel in New York; Kitson in Los Angeles; Colette in Paris; Galeries Lafayette in Berlin; Daslu in Sao Paolo, and Seibu and Sogo in Hong Kong. Playboy's branded line of licensed fashion and consumer products has experienced exceptional growth at retail since its repositioning in 1999, with a product offering that includes men's and women's fashion apparel and accessories, underwear, legwear, outerwear and footwear, as well as home furnishings and lifestyle and entertainment products. Playboy's licensed products business as a whole now generates in excess of $700 million in global retail sales in more than 130 countries and territories. Celebrities and fashion influencers spotted wearing Playboy fashions and accessories include Britney Spears, Jennifer Lopez, Janet Jackson, Jade Jagger, Snoop Dogg, and Lenny Kravitz. About Playboy Enterprises, Inc. Playboy Enterprises is a brand-driven, international multimedia entertainment company that publishes editions of Playboy magazine around the world; operates television networks and distributes programming globally; owns Playboy.com, a leading men's lifestyle and entertainment web site; and licenses the Playboy trademark internationally for a range of consumer products and services. DATASOURCE: Playboy Enterprises, Inc. CONTACT: Lisa Hagendorf of Playboy Global Licensing, +44-7795-55-6169, , or Linda Marsicano of Playboy Corporate Communications, +1-312-373-2447, Web site: http://www.playboy.com/

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