BEVERLY HILLS, Calif. And LONDON – Iconic adult entertainment brand Hustler has launched a confidential hook-up site for men and women seeking discrete liaisons.

The site, HustlerHookups.com, is powered by UK-based Dating Factory, a four-year-old platform that underlies more than 30,000 white-labeled dating websites in 22 languages and 58 niche markets worldwide. The service includes an abundance of features that allow users to find, chat, flirt and arrange meetings with as many other adults as they please, via desktop computers or mobile devices.

“HustlerHookups.com is a terrific addition to our menu of online offerings,” said Hustler President Michael H. Klein. “It gives us another powerful product to offer a vibrant and growing market.”

Dating Factory Chief Executive Officer Tanya Fathers indicated the dating platform’s features suited Hustler’s needs, making the partnership a natural.

“There’s great synergy between Hustler and our capabilities,” Fathers said. “We have an integrated bespoke payment solution, spread tracking codes and NATS to make sure Hustler can push traffic successfully to HustlerHookups.com and utilize the best affiliate opportunities in the online market.”

The new site is part of the HustlerCash affiliate program, which offers a 50-percent commission per sign-up.

“This is a win-win for both HustlerHookups.com members and HustlerCash affiliates,” said Sean Holland, vice president and general manager of the parent company’s LFP Internet Group. “We’re thrilled to introduce this exciting new service.”