Playboy chief executive Christie Hefner said: “By having our own store, we have the space to test new categories. If they are successful, we will look at wholesaling them.”
Playboy Icon is the brand’s most premium line. The 65-piece range includes dresses and strappy tops for women and outerwear and suits for men. Prices start at £30 for a T-shirt, rising to £595 for a black leather jacket encrusted with Swarovski crystals. The 20-piece Playboy Physical line, priced from £30 to £105, is a womenswear-only range that includes leggings and satin zip-up jackets.
The 4,000sq ft Oxford Street store, which opened two weeks ago, comprises three floors and was designed by Playboy Enterprises, licensee Global Designer Brands and Australian firm PHD Design. It sells womenswear, menswear, lingerie, swimwear, footwear, accessories, beauty products and homewares.
Playboy has nine international standalone stores, including in Melbourne in Australia and Las Vegas in the US.
It also has sites in Hong Kong and Malaysia.
Its UK wholesale accounts include Harvey Nichols, Selfridges and Debenhams.