Playboy Enterprises Inc. in Beverly Hills is expanding its presence in China by way of a new decade-long licensing deal with Guangzhou-based Handong United.

Playboy-branded products will now be sold at around 3,500 retailers in mainland China, up from 3,100, as a result of the deal, according to Matt Nordby, Playboy’s chief revenue officer and president of global licensing.

Under the partnership, Handong United will handle the manufacturing and distribution of Playboy-branded products, including men’s and women’s clothing, shoes and accessories, including belts, bags, backpacks and wallets.

Female consumers are of particular interest for Playboy, which has been working to expand its line of products for women in Asia, Nordby said.

“Playboy recently signed partnerships for trendy women’s shoes and plan to make further announcements regarding the introduction of our iconic Bunny label to attract more female consumers in the marketplace,” Nordby said.

Though Playboy magazine is not sold in China, the Playboy brand is a big deal there. Out of Playboy’s $1.5 billion in annual retail sales worldwide last year, more than $500 million came from China, according to a company statement. Playboy has made $5 billion in retail revenue in China over the past decade.

“To achieve this leadership position without ever having a media entity in China is a testament to the tremendous power of our brand,” Playboy Enterprises Chief Executive Scott Flanders said in a statement.