Honey Birdette co-founder Eloise Monaghan says Playboy-owner PLBY Group is the perfect partner for the Australian-based lingerie chain and it plans to open dozens of stores in the northern hemisphere.

PLBY, a “pleasure and leisure lifestyle” company listed on the NASDAQ, approached Honey Birdette six months ago and, after months of due diligence, agreed to buy the business for $US333 million ($443 million) in cash and stock.