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Designer Parfums Adds Playboy Brand to Portfolio

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A blue bottle of perfume

Designer Parfums has acquired the fragrance license for the Playboy brand, after previously making news by adding the Cerruti 1881 brand to its portfolio.

Founded in 1953, the Playboy brand has since expanded outside its magazine roots with a digital following and branded merchandise. Playboy-branded products generate more than $1.5 billion in retail sales annually, which includes fragrances for men and women and other lifestyle products.

"We are pleased to be adding Playboy to the Designer Parfums collection of brands. Playboy is an iconic American lifestyle brand with a rich and storied legacy," said Dilesh Mehta, chairman and CEO of Designer Parfums. "Our goal is to build on the brand's fundamental principle of freedom, always pushing boundaries and appealing to a new generation of playful explorers as we build for future growth."