Playboy Enterprises, the far-flung empire founded by Hugh Hefner in 1953, is quietly being shopped around for $300 million, sources tell Media Ink.

But so far, well-heeled suitors that have been approached, like Apollo Capital Partners and Providence Equity Partners, haven’t stepped up.

The battered company’s market capitalization is now around $100 million and nobody has been willing to pay the substantial premium that it would take to persuade Hef to sell. Sources said the sellers are looking for far more than the company’s market capitalization because that would ensure Hef has enough on hand to maintain his lavish lifestyle.

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