Honey Birdette, a highly successful Australian lingerie brand, launched an e-commerce website for US consumers. The website launch follows a 374% increase in US online sales over a 12-month period, according to The Industry London contributor Lauretta Roberts. The purpose of the new site is to improve the consumer experience for US customers by providing an extended product range, faster shipping and easier returns.
Honey Birdette also plans to increase its number of UK retail stores to 40 by the end of 2018. The brand currently has three UK locations including London’s Convent Garden, Leeds’ Victoria Gate and Westfield White City. According to Retail Gazette, an Australian news and analysis website for retail professionals, the new UK Honey Birdette stores will feature new concepts such as champagne bars and catwalks with holograms. Additional store sites include Westfield Stratford, Leeds, Newcastle and Liverpool.
Honey Birdette was founded in Brisbane in 2006 by entrepreneur Eloise Monaghan, and already has 55 stores throughout Australia. In a Retail Gazette interview, Monaghan indicated that it has always been a part of her vision to take Honey Birdette global. She also indicated that she has just recently been able to separate herself from operations and focus on the evolution of the brand. Honey Birdette is also looking to open retail stores in Europe and the United States. “Now that we have three fabulous boutiques in the UK, our aim is to introduce Honey Birdette to all and build a loyal customer base as we have done with our devoted customers in Australia,” said Monaghan.