The next phase in Playboy's massive brand transformation has officially begun.
Less than one month after the media company shocked readers by saying it would no longer publish nudes in its eponymous magazine, the company on Tuesday launched PlayboyShop.com, an online shopping website for the brand's merchandise.
In testing since early October, the shopping site marks a major shift in Playboy's domestic retail strategy, after it all but retreated from the market when the company went private in March 2011.
Although the company sells licensed products in 180 countries, the merchandise on PlayboyShop.com will not be made via a licensing partner. Instead, the vast majority will be manufactured in the U.S., including T-shirts and sweatshirts made in Los Angeles and beer openers milled in Toledo, Ohio.