London:The parties were very much on in London when Playboy magazine opened its flagship European store on yesterday.

As the bunny girls celebrated the launch of the retail store, it was the lack anything overtly sexual – for a brand that is so heavily associated with sex – that surprised people.

Christie Hefner, who is now the CEO of Playboy enterprises, said that the primary audience of the store is women and not men. With a woman now running the adult entertainment empire, it is little wonder that about 70 per cent of the store’s products are aimed at female shoppers.

Playboy started as a magazine in the 50s and has through the ages received celebrity endorsements adding glamour to what otherwise might be regarded as grubby business.

Despite what on the surface looks like a more conservative company these days, Playboy still has its critics with protests being planned to take place outside the store.

Christie, who is also the daughter of Playboy founder Hugh Hefner said, "The store is bringing the brand to life and is reflective of that sense of fun and sexiness that the image of the rabbit stands for."

Beatriz Concejo, Bin the Bunny said, "Pornography is sexist. It's about exploitation of women and children."

He added, "It's not harmless to market it as something harmless, fluffy and fun is to make pornography normal and accessible."

But Hefner is convinced is that the market is big enough for every one and at least reactions from those first through were generally positive.