Honey Birdette Q1 Sales +15%

An image on the Honey Birdette website.

Honey Birdette sales rose 15%, in the quarter ended March 31, to $18.8 million, up from $16.3 million in the first quarter of 2025.  This follows a sales uptick of just 1.6% in all of 2025. “The increase in revenue was driven by continued strong sales of full price Honey Birdette products, particularly in the United States,” according to parent company Playboy.

In its filing with the SEC, Playboy noted that Honey Birdette, which it refers to as its “direct to consumer” division, registered operating income of $!.563 million, (and adjusted operating income of $2,392 million), compared to an operating loss of $530,000 (and adjusted operating income of just $78,000) in the first quarter last year. “The change from operating loss to operating income, compared to the prior year comparative period, was primarily due to a $1.4 million increase in Honey Birdette’s gross profit as a result of continued revenue growth, particularly driven by sales of full-price products.”

Meanwhile, Playboy as a whole, which also earns money from licensing its name in a variety of ways, lost $3.963 million on revenues of $30,236 million, compared to a loss of $9.041 million on revenues of $28.875 million in the same period in 2025.

The company confirmed that China is where Honey Birdette products are made, and that the brand operated 50 stores in three countries as of March 31, 2026. When Playboy announced it was acquiring Honey Birdette  in 2021 it stated that “Honey Birdette expects approximately $73 million of revenue and approximately $28 million of EBITDA for the twelve months ending June 30, 2021,” and noted the brand was then operating “60 thriving stores across three countries.” The Honey Birdette website recently indicated that it has 10 stores in the U.S., three in the U.K., and 37 in Australia.