Playboy Enterprises, Inc. could soon be sold to Jim Griffiths, a former president at the company, and private equity firm Golden Gate, for $300 million.

Reuters is reporting the news and said none of the parties involved would comment on the development.

In a statement from Playboy, the adult purveyor said, “In response to inquiries related to a potential sale of the company, in keeping with its policy, PEI does not comment on matters of this type.”

There are other reports that Playboy is also in discussion for sale to Iconix Brand Group, which owns clothing names like Candies and Rocawear.

Playboy’s shares were up 6.6 percent at $4.34 in the Nov. 13 trading on the New York Stock Exchange. The stock rose 41 percent on Thursday, following initial news of the talks with Iconix, according to Reuters.

Much like most print-based products, Playboy sales have suffered lately as more people are accessing adult entertainment online.

The company has been searching out a buyer for months. In June, Scott Flanders replaced Christie Hefner, the daughter of the magazine’s founder Hugh Hefner, as chief executive.

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