: Following the decline of print media and the passing of Bob Guccione in 2010, the brand has attempted several revivals. Under newer leadership like CEO Kelly Holland, the focus shifted toward licensing the "Penthouse" and "Pet" brand to clubs and apparel, aiming to turn the 50-year-old legacy into a modern lifestyle brand. Abandoned Croatia: Haludovo Palace Hotel on Krk Island
The concept was the brainchild of , a frustrated artist and former Catholic seminarian who launched Penthouse in 1965 in England to fund his art career. Penthouse Pets
: Unlike Hugh Hefner's "girl next door" style, Guccione’s Pets were often photographed by Guccione himself using a stylized, soft-focus technique. He aimed for a voyeuristic philosophy , posing models as if they were unaware they were being watched—a style he considered the height of eroticism. : Following the decline of print media and
: Each year, one model was crowned "Pet of the Year," a title that came with significant publicity and often grueling schedules. : Unlike Hugh Hefner's "girl next door" style,
The history of is a saga of high-stakes competition, cultural controversy, and an era of unapologetic excess. While often compared to the Playboy Bunnies, the "Pets" represented a more provocative and "voyeuristic" alternative that defined the landscape of adult entertainment for decades. The Vision of Bob Guccione
: The Pets were the central weapon in the "magazine wars" between Penthouse and Playboy . By pushing boundaries with more explicit content and a "wilder" image, the Pets helped Penthouse briefly overtake its rival in circulation during the 1970s.