Honey Birdette Q2 Sales +14%

Honey Birdette’s new Nakeds 2.0 Toffee Corset Set, retailing from $165 on the company website; and the Phoenix Orange three piece lingerie set retailing from $360.

Q2 sales for Playboy’s Honey Birdette brand rose 14% in the second quarter to $16.5 million. Despite that increase, the parent company reported a loss of $7.679 million on total revenues of $28.148 million, compared to a loss of $16.652 million on revenues of $24.885 million in the three months ended June 30, 2025. 

Playboy’s other source of revenue comes from licensing which recorded an increase to “$10.9 million, compared to $5.3 million in Q2 2024.” It explained the “increase was due to $5 million in minimum guaranteed royalties, higher revenue from new licensing partners and renegotiated minimum guarantees pursuant to renewal agreements with existing licensees.”

Playboy explained the increase at Honey Birdette was “due to continued improvement in consumer perception of the Honey Birdette brand, which resulted in increased sales of both full-price and discounted products. Honey Birdette margins increased from 57% to 59%. Comparable store sales were up 28% and promotional days were reduced a further 40% in a continued initiative to improve the perception of the brand.” 

As of June 30 the company stated it was selling the brand online as well as in “51 stores.” On the company’s website, reviewed in late August, however, a total of 55 locations were listed: 10 in the U.S., three in the U.K. and 42 in Australia. Honey Birdette lingerie is produced in China.

Looking ahead, the company revealed, “for our Honey Birdette business, we intend to focus on the U.S. market, where the brand’s stores, on average, generate more revenue and better margins, and generally have customers who tend to spend more and are less price sensitive.”

Despite the Q2 loss, Playboy CEO Ben Kohn declared, “ I am increasingly optimistic about the future of Playboy.”