Honey Birdette, the lingerie brand based in Australia, recently launched an e-commerce site dedicated exclusively to consumers in the U.S. The retailer has also revealed plans to increase its number of stores in the U.K. from three to 40 by 2018.
Entrepreneur Eloise Monaghan founded Honey Birdette in Brisbane in 2006. Over the past 12 months, Monaghan has seen U.S. orders increase by 374%, leading to the company’s decision to base a website around its U.S. customers. The U.S. website offers free shipping for orders over $50, faster delivery, and an expanded product range. Monaghan says the new U.S. platform “aims to enhance the customer experience.”
In the future, Honey Birdette plans to expand its retail outlets into the U.S. as well as growing its U.K. consumer base. The lingerie and intimate products company has 55 stores in its native Australia. Honey Birdette’s first store outside of Australia opened in 2016 in Covent Garden, London. Two more shoppes in Victoria Gate in Leeds and Westfield White City followed.
HB plans to open an additional ten retail outlets in the U.K., including stores at the Westfield Stratford Shopping Centre and in Liverpool and Newcastle as well as another location in Leeds. Its target is to open a total of 40 new U.K. stores by the end of 2018. Later expansion is set to include other countries in Europe.
The premium brand’s prices start around £35 per pair of briefs and £60 per bra. Perth-born model, actress, dancer, and burlesque performer Tiah Eckhardt-Delaney has been a brand ambassador for the company since 2015.
Investment company BBRC is a primary backer of the Australian chain. Brett Blundy founded the private investment group, starting with the purchase of a single music store in rural Australia, in 1980. Today it has offices in Melbourne, Sydney, and Singapore.