It is always a risk to expand any business into new areas of the world, but for the Honey Birdette luxury lingerie brand the decision expand into parts of the U.K. and U.S. is one that can be taken with no small measure of confidence. Established in Australia in 2006, Honey Birdette is now seeing a rapid global level of growth that sees the company looking to establish a greater presence in both the U.K. and U.S.
In the U.K., Honey Birdette has already become well known for the luxurious nature of its physical stores that are largely based in and around the capital of London; the flagship store in Covent Garden and the further two stores already opened have proven such a success that a plan to increase the number of stores to 40 has been unveiled by the Honey Birdette executive team.
A different, if no less effective approach is being undertaken by Honey Birdette for U.S. based customers who will see major changes to the Online sales platform available to them. Honey Birdette is currently developing a North American based sales platform following Online sales in the U.S. in 2016 374 percent greater than those seen in the previous year.
Establishing the Honey Birdette brand came about for founder Eloise Monaghan when she could not find a fun gift for a friend to mark her Bachelorette party and felt women were being ignored in the Australian luxury lingerie and bedroom products market.
The opening of the first Australian based sensual store has seen a major success for Eloise Monaghan and investor Brett Blundy who took a personal interest in the growth of the brand in the first years it was in operation. Luxury has become the main part of the Honey Birdette experience when shopping in a physical store as the sales staff make sure every customer enjoys their visit to its maximum potential.