Forplay

What Forplay does

Forplay Inc is a private wholesale distributor of costumes, lingerie, swimwear, and women's accessories headquartered in Van Nuys, California. The company operates a business-to-business-only model, selling exclusively to retailers, costume shops, and specialty lingerie boutiques through an account-gated Shopify storefront at forplayinc.com; no direct-to-consumer sales are offered and pricing is hidden behind a login wall.

The product portfolio spans four core categories: lingerie (teddies, bra sets, bustier sets, nightgowns, chemises, robes, jumpsuits, rompers), sexy costumes (pop culture, uniforms, fantasy themes, character costumes), swimwear (bikinis and cover-ups), and accessories (bags, belts, hats, wigs, wings). Catalog breadth exceeds 845 SKUs (521 costumes, 229 lingerie, 95 new arrivals), organized into recurring seasonal releases including pre-order 2026 costumes, 2026 Spring/Summer lingerie, 2025 Fall/Holiday/Valentine's lingerie, 2025 Spring/Summer lingerie, and 2026 swim collections—indicating a trend-driven, multi-quarter forward product cycle.

The wholesale model is transaction-based with no subscription or recurring contract component disclosed. Wholesale unit prices span approximately $2.50–$5.00 for accessories, $5.00–$29.75 for lingerie, $18.75 for swimwear, and up to $49.00 for costumes. Customer acquisition relies on the Shopify wholesale storefront supplemented by branded social handles on Instagram (@shopforplay) and Facebook (shopforplaycatalog), an email newsletter, and a US toll-free sales line (1-800-766-8394). No information on founders, management team, employees, ownership structure, funding, financial performance, or geographic footprint beyond the Van Nuys office is publicly disclosed.

Name

Forplay

Legal name

Forplay Inc.

Website

https://forplayinc.com

Company type

Private

Operating status

Operating

Short description

Forplay Inc is a private B2B wholesale distributor of costumes, lingerie, swimwear, and women's accessories based in Van Nuys, California, selling exclusively through an account-gated Shopify storefront to retailers, costume shops, and specialty lingerie boutiques.

Ownership category

akta.pro rank

Headquarters

HQ city

Van Nuys

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Apparel Sales: Wholesale distribution of costumes, lingerie, swimwear, and women's apparel to retailers. Products sold in bulk quantities at wholesale prices. Revenue generated through product margin on bulk apparel orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Forplay Inc is a wholesale distributor of lingerie, sexy Halloween costumes, swimwear, and women's apparel accessories, selling exclusively to retailers, costume shops, and specialty boutiques via account-based B2B ordering. The company offers over 500 SKUs organized into core product categories (Lingerie, Sexy Costumes, Swimwear, Accessories) and seasonal themed collections (e.g., 2026 Costume Collection, 2026 SS Lingerie, 2025 FHV Lingerie, 2026 Swim). Pricing is hidden behind a login wall and is structured at wholesale rates ranging from $2.50 for accessories up to $49.00 for costumes.

Product overview

Forplay Inc is a wholesale costume and lingerie company offering a comprehensive portfolio of products primarily targeting retailers and businesses. The product offering consists of four core categories: Lingerie (including teddies, bra sets, bustier sets, nightgowns, chemises, robes, jumpsuits, rompers, and accessories), Sexy Costumes (with themes including pop culture, uniforms, animals, fantasy, TV/movie characters, superhero/villains, and group/duo costumes), Swimwear (bikinis and cover-ups), and Accessories (bags, belts, hats, gloves, masks, necklaces, wigs, wings). The company organizes products into seasonal collections including 2026 and 2025 costume collections, 2026 and 2025 Spring/Summer and Fall/Holiday lingerie collections, and 2026 swim collections. Products are available via wholesale accounts with login-to-view pricing and pre-order options.

Differentiator

Problem solved

Functional benefit

Products and services

• Lingerie Wholesale lingerie collection including teddies, bra sets, bustier sets, nightgowns, chemises, robes, jumpsuits, rompers, and accessories in fabrics like lace, satin, mesh, and vinyl. Sold to retailers and specialty boutiques for resale.
• Sexy Costumes Wholesale sexy costume collection including pop culture themes, men's costumes, DIY costumes, costume basics, accessories, themed categories (angels, devils, animals, mermaids, fantasy, eras, ninjas, skeletons, space, western), and uniform costumes (doctors, nurses, firefighters, cops, military, pilots, flight attendants, school girls, nuns, cheerleaders, sports). Sold to retailers, costume shops, and specialty boutiques.
• Swimwear Wholesale swimwear collection including bikinis and cover-ups in various styles and colors. Sold to retailers and specialty boutiques for resale.
• Accessories Wholesale accessories including bags, belts, hats, headbands, gloves, masks, necklaces, chokers, wigs, and wings. Sold to retailers and specialty boutiques for resale.
• 2026 Costume Collection 2026 pre-order wholesale costume collection featuring themed costume sets for the 2026 Halloween/seasonal selling period, including pop culture, fantasy, and character-inspired multi-piece sets.
• 2026 SS Lingerie Spring/Summer 2026 wholesale lingerie collection featuring themed sub-collections (Close Contact, Home Body, In Full Bloom, On The Dot, See It Through, Soft Girl Era, Strap Tease, Tied and Tempted) for retail resale.
• 2025 FHV Lingerie Fall/Holiday/Valentine's 2025 wholesale lingerie collection featuring themed sub-collections for the fall and holiday retail season, including Animal Instincts, Fur The Night, Heart of Metals, Laced in Satin, and others.
• 2025 SS Lingerie Spring/Summer 2025 wholesale lingerie collection featuring themed sub-collections (Cross Your Mind, Keep It Classy, Layers to This, Patch of Petals, Sheer Charm) for retail resale.
• 2026 Swim Collection Wholesale 2026 swimwear collection featuring themed sub-collections (Wild Getaway, Sunkissed, Poolside, Yacht Party, Exotic Isle, Night Swim) for retail resale.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Playful Promises: Playful Promises is a lingerie and boudoir brand with costume-adjacent collections, operating both wholesale and DTC; comparable to Forplay in lingerie assortment but with a stronger branded positioning.
• Honey Birdette: Honey Birdette is a premium lingerie and boudoir brand selling DTC with selective wholesale, comparable to Forplay's high-fashion lingerie positioning and pop-culture themed collections.

Direct peers

• Dreamgirl International: Dreamgirl manufactures and wholesales sexy costumes, lingerie, and dancewear to costume shops and adult boutiques, making it a close comparable in product mix, price points, and customer base to Forplay.
• Leg Avenue: Leg Avenue is a long-established wholesale costume and lingerie manufacturer with overlapping product categories (costumes, lingerie, roleplay uniforms), selling through the same specialty retailer channel as Forplay.
• Yandy: Yandy is a direct competitor operating a wholesale and DTC model for sexy Halloween costumes, lingerie, and women's apparel, sharing Forplay's core assortment strategy and customer overlap with costume shops and boutiques.
• Roma Costumes: Roma is a large wholesale costume manufacturer supplying seasonal Halloween and themed costumes to retailers, competing with Forplay in the sexy costume wholesale segment.

Broad incumbents

• Savage X Fenty: Savage X Fenty is a digitally-native lingerie brand that sells direct and has built its own inclusive product franchise; it represents the DTC competitive pressure reshaping the wholesale lingerie channel Forplay serves.
• Bare Necessities: Bare Necessities is a multi-brand online lingerie retailer whose category authority and assortment breadth set the bar for lingerie buyers that Forplay's wholesale customers also stock.
• Victoria's Secret: Victoria's Secret is the dominant lingerie incumbent, whose shift toward DTC and selective wholesale distribution reshapes the buyer relationships that Forplay and similar wholesalers depend on.
• Frederick's of Hollywood: Frederick's of Hollywood is a heritage lingerie and intimate apparel retailer; while operating primarily DTC, its assortment overlaps with Forplay's lingerie focus and it targets a similar end consumer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/shopforplaycatalog
• Instagraminstagram.com/shopforplay

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Forplay