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(Reuters) - Playboy Enterprises Inc, the lifestyle brand that is in the process of going public and known for its eponymous magazine, said on Monday it has agreed to acquire the parent company of sexual wellness chain Lovers.
The acquisition is the latest step by Playboy to shift away from its legacy media business following the shuttering of its magazine last year, and towards leveraging its famous rabbit silhouette logo to help build a consumer products brand.
The deal values Lovers-parent company TLA Acquisition Corp at around $25 million. Playboy said it expects Lover to add roughly $45 million in revenue over the next twelve months.
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Exclusive-Playboy nears deal to buy sexual wellness chain Lovers - sources
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