Playboy Enterprises goes to checklist once more on the inventory market, 9 years after it was taken non-public.
The late Hugh Hefner empire is merging with one other agency, Mountain Crest, in a deal that values Playboy at $381m (£296m) and contains $142m of debt.
Playboy has reworked its enterprise mannequin and stopped printing its well-known journal earlier this 12 months.
It now describes itself as a shopper merchandise firm that features sexual wellness, clothes and gaming.
The journal was first revealed in 1953 however shut it down because it struggled to compete with on-line rivals.
It now places its well-known bunny brand on merchandise similar to lingerie, digital gaming and grooming.
Playboy says it has $3bn in shopper spending towards the Playboy model throughout 180 international locations.
“Playboy’s foray signifies the pivotal worth of branding,” Nirgunan Tiruchelvam, Head of Consumer Sector Equity Research at analyst agency Tellimer advised the BBC.
“Magazine publishing is a sundown enterprise, however Playboy has reworked its enterprise mannequin.”
Long historical past
Hugh Hefner based Playboy Enterprises in 1953. The firm’s first journal in December that 12 months featured Marilyn Monroe on the quilt.
Its nude photos catapulted the corporate to fame and the print journal turned the centrepiece of its enterprise for many years.
But because the digital age took maintain, gross sales declined and it moved into different ventures, similar to collaborations with style manufacturers similar to Marc Jacobs.
Mr Hefner died in 2017 aged 91 and his household offered its 35% stake to a tech-focused funding fund the next 12 months.
Playboy nonetheless publishes articles and pictorials on-line.
The merger with Mountain Crest is anticipated to be finalised in early 2021 after which the brand new agency will checklist on the Nasdaq, the US inventory market index that comprises tech heavyweights similar to Apple, Amazon and Google’s dad or mum firm Alphabet.
Mountain Crest is a particular function acquisition firm (SPAC), also known as a “clean cheque firm”.
These corporations are arrange with the only real function of shopping for a personal agency to merge with after which take public on the inventory market. It is seen as a sooner path to the general public markets with much less scrutiny.
SPACs have raised near $41bn thus far this 12 months, 4 instances the quantity raised by this time in 2019, in accordance with information supplier Refinitiv.
“The intention was at all times to return the corporate to public markets,” mentioned Playboy chief government Ben Kohn. He added Playboy was already planning to make acquisitions.