Hugh Hefner is reportedly looking to unload his floundering Playboy empire, and is looking to Virgin’s Richard Branson to buy it.

According to the New York Post, Hefner is looking for $300 million US for the company, which has lost $13 million already this year.

“Everyone says he’ll never let go, that he’ll take it with him to the grave,” a source tells the paper, while a Playboy spokesperson says that though no offers have been made, Hefner would “listen to proposals that could create value for all of our shareholders.”