In the latest indication that Maxim magazine’s brand will keep seeping beyond the printed page, owner Dennis Publishing has struck a deal with nightclub developers to build a chain of Maxim lounges across the country.
According to the company, the agreement envisions Maxim-branded venues that can host Maxim promotional events but will more often accommodate after-work and late-night crowds of drinkers.
Dennis’ partners in the deal have created nightspots like Stone Rose, in New York City’s Time Warner Center, and the Whiskey bars that are often located in chic W hotels.
Maxim has previously extended its brand into radio programming and consumer products.