Honey Birdette Sales +1.6%
- Nick Monjo
- 18 minutes ago
- 2 min read
Revenue at Honey Birdette rose 1.6% in 2025. The brand, which was acquired by Playboy five years ago, and retails online and in 50 stores in Australia, the U.S. and the U.K., reported sales of $70.854 million in 2025 compared to $69.729 million in 2024.
Playboy itself, which generates additional income from licensing its name to “third parties for products, services, venues, online gaming and events,” suffered a loss of $12.672 million on slightly higher total company revenue of $120.928 million, compared to a loss of $79.397 million on revenue of $116.136 million in 2024.
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.” As of the publication date of this article, the Honey Birdette website indicated 10 stores in the U.S., three in the U.K., and 37 in Australia.
In its annual report for 2025, Playboy summarized its recent history with the lingerie brand: “for our Honey Birdette business, in 2024, we were focused on reducing inventory levels and days on sale and improving the profitability of the business. As a part of that focus, we closed seven under performing stores in Australia and reduced days on sale by 30%. In 2025, we focused on the U.S. market, and expect to continue to do so in 2026. The U.S. customer is less price sensitive and represents a bigger growth market for the brand with better economics. For example, the average store in the U.S. generates more than twice the amount of revenue and double the EBITDA margin of an average store in Australia. In addition, the average transaction value for online customers in the U.S. is two times higher than that in Australia. We believe there remains significant growth potential for Honey Birdette based on the changes implemented in the past two years and our current consumer trends.”
While Playboy does not reveal net income figure for its various business segments, it does publish operating income results. In the full year 2025 it reported operating income from Honey Birdette was $290,000 compared to an operating loss of $2.286 million in 2024. In the annual report it noted that “the change from operating loss to operating income, compared to the prior year comparative period, was primarily due to a $3.0 million increase in Honey Birdette’s gross profit as a result of the continued improvement in consumer perception of the Honey Birdette brand, which resulted in increased sales of full-price products.”
Playboy stated that Honey Birdette stores currently range “in size between approximately 400 and 1,200 square feet per location,” and added that the brand “relies on global sourcing of materials and manufacturing in China.” In addition to lingerie, the brand sells “other apparel, bedroom accessories, intimacy products and other adult products,” including vibrators.