Playboy Enterprises, Inc. Acquires, a leading e-commerce retail company providing speciality women’s intimates apparel

CLIENT: (“Yandy” or the “Company”) headquartered in Phoenix, AZ is a leading eCommerce retail company specializing in women’s specialty intimates apparel. The Company was founded in 2007 and has grown to become one of the leading suppliers of everyday intimates, lingerie, swimwear, costumes, and accessories.

On February 24, 2020 (“Yandy”), a Phoenix-based, online specialty apparel retailer was acquired by Playboy Enterprises, Inc. Playboy Enterprises recently announced a corporate repositioning to establish its parent company as PEI Holdings (“PEI”). “We’re excited to partner with the talented Yandy team to continue delivering value to their dedicated consumers and to accelerate the growth of all our businesses with new shared capabilities,” said Ben Kohn, CEO of PEI.

G2 Capital Advisors, LLC (“G2”) served as the exclusive sell-side advisor to, leading a highly strategic and robust sales process, which ultimately resulted in identifying PEI as the ideal partner for the business to accelerate its next phase of growth. “This exciting partnership provides Yandy with an opportunity to leverage Playboy’s global brand to accelerate our growth strategy and extent our reach in the ecommerce market,” said Aras Koktas and Jeff Watton, Co-CEOs of Yandy. “We thank G2 Capital Advisors for guiding us through this process and helping us find a great partner in PEI”.

The acquisition of Yandy will significantly expand PEI’s direct digital audience reach, its eCommerce capabilities and back-end technical and operational infrastructure. Yandy has a strong, established, profitable business and an experienced team that is responsible for fulfilling more than 50,000 monthly orders of intimates, sleepwear and accessories to a primarily female, US-based audience. “We are honored and privileged to have represented Yandy in the successful outcome of this transaction”, said Matt Konkle, Head of Industry Teams for G2. “We believe the partnership between PEI and Yandy will prove highly strategic and we wish both organizations much future success.”

About G2 Capital Advisors (
G2 Capital Advisors provides M&A, capital markets and restructuring advisory services to the middle market. We offer integrated, multi-product and sector-focused services by pairing highly experienced C-level executives with specialist investment bankers. We aspire to be the trusted advisor of choice to our clients including corporations and institutional investors.

About (
Yandy is a leading online retailer of sexy women’s specialty apparel. Millions of women around the world wear Yandy everyday intimates, lingerie, swimwear and costumes. Our passion for design, fit and fashion drives our company’s “own your sexy.” mantra in everything we do, from product innovation and merchandising to our mission to help every woman discover or rediscover her own brand of sexy.

About Playboy Enterprises
Playboy, the cornerstone of PEI Holdings, today reaches a wide global audience through a diverse portfolio of consumer products, content, gaming and hospitality offerings. With 97% unaided global brand recognition and nearly 50 million social media fans worldwide, Playboy remains one of the most iconic brands in history. Under its mission of Pleasure for All, the 66-year-old Playboy brand drives more than $3 billion in annual sales at retail across 180 countries.

Matt Konkle, Sr. Managing Director, Head of Industry Teams: T: 317.371.6608 E: [email protected]
Jarl Berntzen, Managing Director, Technology & Business Services Practice Leader: T: 415.825.5866 E: [email protected]
Bisma Ahmed, Senior Associate: T: 617.918.7928 E: [email protected]

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