The plans by Honey Birdette, an Australian lingerie brand, to expand its UK portfolio to 40 stores from its 3 stores currently operational, were announced when the brand launched its US based e-commerce site. This brand, founded by Eloise Monaghan in Brisbane, announced that by 2018 its UK presence would have multiplied.
The launch of the US site was encouraged by the brand’s 374% increase in online sales in US alone over 12 months. The launch is meant to enhance customer experience. Faster and free delivery, where orders of over $ 50 are made, can be expected going forward. There will also be an extended range of products to create variety for clients.
The UK reach
Honey Birdette is also keen on making a mark in the UK market. It was in London, after all, that the brand opened its first international store. Apart from the Covent Garden store in London, Honey Birdette opened another store in Westfield White City and Victoria Gate in Leeds. Owing to the good reception the brand is enjoying, it has revealed intentions to open other stores in Leeds, Liverpool, Stratford and Newcastle.
In Australia, where Eloise launched the brand, there are 55 stores. Plans are still underway to expand at home. Honey Birdette is also keen on growing its brand to other plum locations outside Australia. The brand, whose premium label goes for 35 to 60 pounds, enjoys BBRC’s backing.
The Honey Birdette’s Story
It was in 2006 that Honey Birdette rolled out its services in Australia. The Honey Birdette idea was planted when two friends, spending time out together, were just discussing the frustration of not being able to find provocative lingerie and bedroom accessories to ignite sensuality in their bedroom chambers. In order to realize the dream, Honey Birdette sets up boutiques that are bent to recreate the bedroom experience. The boutiques are flirty and unapologetically sensual.