Honey Birdette Q3 Sales + 12.1%

On the Honey Birdette website, left, the Honey Bunny Bra ($120), Honey Bunny Ears ($120 in a set with Tail), and Honey Bunny Choker ($170 in a set with Cuffs); right, the Honey Bunny Bralette ($105) and String ($85).

In the third quarter, “Honey Birdette revenue grew to $18.4 million, or 12.1% year-over-year, led by full-price sales and U.S. e-commerce, while direct-to-consumer gross margin expanded approximately 140 basis points to 62.2%,” according to parent company Playboy, Inc. 

Playboy as a whole earned $1.864 million on total net revenue of $31.714 million, compared to $460,000 on net revenue of $28.994 million in the three months ending September 30, 2025.

For the firm as a whole, “licensing revenue grew to $12.6 million, up 5.3% year-over-year. China licensing revenue increased by $1.2 million, or nearly 40% year-over-year, driven by three new licensing agreements with a combined contract value of approximately $15.0 million. Licensing segment operating income increased by 41.1% to $10.9 million.” It added that the latest “Playboy by Honey Birdette model search drew roughly 48,000 contestants and more than 200,000 paying voters—about three times the contestants of the prior contest—and its revenue surpassed $1 million, more than double Playboy’s prior contest. Based on the deal structure, the company recognized net profit, not total revenue, from the contest. In October, Playboy also launched its 2026 Great Playmate Search.”

For the first nine months of 2026, Playboy as a whole has lost $1.901 million on total revenue of $93.168 million compared to a loss of $16.260 million on total revenue of $86.017 million in the same period in 2025.