Cooper Hefner's $100M Playboy Bid: Can He Reinvent The Brand? [Forbes]
Victorias Secret & Co. (VSCO)
Company Research
Source: Forbes
Playboy Mansion in Bel Air, California, United States. (Photo by Jeff Kravitz/FilmMagic, Inc) FilmMagic, Inc Cooper Hefner, son of the late Hugh Hefner and founder of Hefner Capital, has made a bold $100 million cash bid to reclaim the iconic Playboy brand. If ever there were an example of the power of a brand's emotional connection, I'd say this is it. At 32, Cooper Hefner is a clear brand believer, wagering on the intangibles of Playboy, namely the brand's famous rabbit-ear logo and its deeply ingrained cultural legacy. His vision will inevitably seek to revive what was once a global phenomenon. Playboy Enterprises, founded in 1953, quickly grew from a magazine into a lifestyle brand, encompassing everything from the legendary Playboy Clubs to the opulent Playboy Mansion. The first Playboy Club, which opened in Chicago, boasted 50,000 members in its first year, eventually expanding to 23 clubs worldwide. However, the brand's influence began to wane by the 1980s, facing stiff
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