Playboy to market home textiles in Israel

The Playboy Israel company signed a contract to manufacture and market textile products with the Vardinon textile company.

Vardinon will have exclusive sale rights to home textiles imported, manufactured and marketed by Playboy Israel, including sheets, towels, pillows, bathrobes and more printed with the Playboy brand name. The textile company Vardinon owns 25 stores in Israel and sells its products at some 200 sales locations.

Sarit Madaliya, deputy CEO of marketing for Playboy Israel said, “This is a successful partnership and a promising and interesting business opportunity for both companies. Playboy’s strategy is to connect leading companies in their fields, as evidenced in its joining forces with a large company with tremendous growth potential and great experience and reputation – Vardinon.”

The textiles market in Israel engenders roughly NIS 600 million per year. Playboy’s sales cycle in the textiles arena stands at about USD 10 million in the United States and USD 12 million in Europe.

Playboy will sell its home textiles at 250 locations across Israel, and price ranges will be set according to the retail market in the US. The home textiles category joins the Playboy fashion, undergarments, and jewelry labels which are already for sale in Israeli stores. During its first year in operation, the home textiles market is expected to earn Playboy some NIS 3 million.