Honey Birdette Lifts Revenue 12.1% in Q3
Growth at the lingerie brand and its Playboy licensing partner was driven by full-price sales, higher margins and a model search.
Updated on Nov. 6, 2026 in Sex Life
Honey Birdette grew revenue 12.1 percent to US$18.4 million in the third quarter of 2026, while Playboy's total revenue rose 9.4 percent to US$31.7 million over the same period. The results were reported for the three months ended September 30.
Why it matters
The figures show Honey Birdette expanding both sales and profitability, with direct-to-consumer gross margin rising about 140 basis points to 62.2 percent. For Playboy, net income climbed 305 percent to US$1.9 million, though that reflects how the model search deal was structured rather than total revenue.
Honey Birdette's direct-to-consumer gross margin rose from 60.8 percent to 62.2 percent in the quarter, compared with the prior corresponding period. The Playboy by Honey Birdette model search drew about 48,000 contestants and more than 200,000 paying voters, generating over US$1 million in revenue.
The players
Honey Birdette
Honey Birdette is an Australian luxury lingerie and intimate apparel retailer known for its boutique stores and online sales.
Playboy
Playboy is a global lifestyle and entertainment brand best known for its magazine, licensing deals and media properties.
The details
Honey Birdette's growth was led by full-price sales, particularly through its United States eCommerce channel and Australian retail stores. Playboy recognised net profit from the model search rather than total revenue, and it plans to commit about US$5 million in cash to a private members club project in Miami Beach.
Timeline
September 30, 2026: End of the third quarter reporting period for Honey Birdette and Playboy.
Q3 2026: Both companies reported revenue growth for the quarter.
Market Landscape
Playboy's results depend heavily on licensing partnerships, and the growth of its Honey Birdette collaboration and royalty income from China reflects that model in action. The quarter suggests the licensing strategy continues to generate returns for the brand in the adult-adjacent lifestyle market.
Honey Birdette's growth through United States eCommerce and Australian stores means shoppers can buy directly online or in person, with full-price sales making up much of the expansion. The model search's paying voters also show consumers engaging directly with the Playboy brand.
The takeaway
Honey Birdette's margin gains show that full-price, direct-to-consumer sales can strengthen profitability alongside revenue growth. Consumers interested in the brand can find its products through its eCommerce site and Australian retail stores.
Further reading
Explore more on Sex Life to see how intimate-product brands are shaping the category.
Source note: This article includes information reported by Ragtrader.
