Cooper Hefner and his investment firm, Hefner Capital, LLC, publicly disclosed an unsolicited, non-binding offer on October 21, 2024, to acquire the Playboy brand assets for $100 million. The proposal also included a 10% ownership stake in a new Hefner-run Playboy entity.
Under the terms of the proposed deal, Hefner Capital would take over the intellectual property and operations of the Playboy brand. Other existing business segments of PLBY Group would continue to operate as a separate entity under a new name.
Cooper Hefner, son of Playboy founder Hugh Hefner, stated his intention to assume the role of CEO if the acquisition were to proceed. The offer aimed to return the brand to family ownership and management, more than seven decades after its founding.
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