Honey Birdette Q2 Sales +18.2%

New on the Honey Birdette website, the orange Whitney Spritz Bra ($145), Garter Belt ($115), Thong ($90) and Hot Orange Sheer Stay Up Stockings ($35). Right, the Kukuro Ocean Bra ($155), Garter Belt ($130), Panty ($115) and Cuffs ($130).

Honey Birdette second quarter sales rose 18.2% to $19.5 million, up from $16.5 million in Q2 2025. “The increase was driven by stronger than expected growth both online and in stores, with higher gross margins,” which jumped to 65.1%. Parent company Playboy added that Honey Birdette “comparable store sales grew 15%, with positive comparable store sales growth in all regions and through all channels.”

Total Playboy revenues rose 11% to $31.218 million, from $28.148 million in the same period last year. And the company registered net income of $198,000 compared to a loss of $7.679 million in the same quarter last year.

Playboy CEO Ben Kohn noted that the second quarter was “our sixth consecutive quarter of positive adjusted EBITDA,” adding “our brand engine continues to gain momentum. Following our sold-out Spring 2026 issue starring Karol G, we revealed Cara Delevingne as our Summer 2026 cover star, and another paid-voting contest, in collaboration with Honey Birdette, attracted nearly 50,000 contestants, nearly three times our prior contest. Our licensing foundation remains highly predictable, anchored by contractual guarantees and more than $320 million in unrecognized future licensing revenue, while Honey Birdette continues to grow with strong gross margins.” According to the company, “approximately 91% of fiscal year 2026 licensing revenue [is] supported by contractual guarantees.”

The company reported that “licensing revenue was $11.2 million, compared to $10.9 million in the second quarter of 2025, reflecting a year-over-year increase of $0.2 million, or 2.2%. The change was primarily due to the company’s continued repositioning of its licensing business around fewer, larger partners.”