Playboy Relocates Global Headquarters to Miami Beach Amidst 105% Licensing Revenue Surge

Playboy, the iconic global lifestyle brand, has announced the relocation of its corporate headquarters from Los Angeles to Miami Beach, Florida. The move, set to be completed by next year, signifies a strategic shift for PLBY Group, the parent company, which cited California's "anti-business" environment and Miami's pro-business stance as key motivators. This decision aligns with the company's focus on its asset-light, licensing-driven business model, which saw a remarkable 105% increase in licensing revenue in the second quarter of 2025.

Playboy CEO Ben Kohn articulated the company's rationale, stating, "Miami is one of the most vibrant cities, in our opinion, and most fun cities in the country." He further emphasized, "And given Florida and Miami's pro-business stance, leaving California, which is anti-business and a very difficult place to do business as an employer, we're excited to be relocating to Miami Beach." This sentiment echoes a broader trend of companies migrating from California to states with more favorable regulatory and tax environments.

The new global headquarters will occupy a 20,000-square-foot penthouse suite within The RIVANI building, a luxurious "Class X" commercial redevelopment at 1691 Michigan Avenue in Miami Beach. This $100 million renovation project, led by developer Robert Rivani, will offer employees a range of amenities including a spa, fitness and wellness centers, an Omakase restaurant, and speakeasy lounges. The new office space is less than half the size of their former Los Angeles headquarters, reflecting an optimized operational footprint.

In conjunction with the relocation, Playboy plans to develop a new, reimagined Playboy Club in Miami Beach. This exclusive venue will feature a world-class restaurant and a members-only space inspired by the storied Playboy Mansion. Additionally, the company will establish state-of-the-art multimedia content studios in Miami Beach to support its growing creator network and the relaunch of its magazine and Playmate franchise.

PLBY Group reported a net loss of approximately $7.7 million for the quarter ending June 30, 2025, despite the significant growth in licensing revenue. The relocation and new ventures are part of a broader transformation strategy aimed at regaining profitability and reclaiming its position as a leading lifestyle and media brand. This strategic pivot emphasizes content creation and experiential offerings, building on the success of its licensing agreements.

Miami Beach officials have welcomed the move, anticipating economic benefits for the city. Commissioner Joseph Magazine noted, "This move is expected to bring a significant number of well-paying jobs to our city, and it reinforces our commitment to fostering innovation, cultural vitality, and economic growth." The city reportedly offered an incentive package to secure Playboy's presence, highlighting Miami Beach's growing appeal as a hub for businesses seeking a dynamic and culturally influential environment.