Playboy is buying Honey Birdette, a company that sells lingerie and sex toys

The owner of the Playboy brand said Tuesday it has inked a deal to acquire Honey Birdette, an Australia-based luxury lingerie and sex toy maker, for $333 million in cash and stock.

The female-founded company — which sells bondage gear alongside push-up bra and panty sets and counts Cardi B, Gwen Stefani, Kylie Jenner and Paris Hilton as customers — was expecting to rack up $73 million in sales for the 12 months ending June 30, a 40-percent increase from the previous year. Playboy owner PLBY Group went public in October after a special-purpose acquisition company acquired it, valuing the brand at $415 million. Seven months earlier in March 2020, it had stopped publishing the iconic nudie magazine that the late Hugh Hefner founded in 1953 when he was 27 years old.