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Honey Birdette eyes rapid UK rollout

Australian luxury lingerie retailer Honey Birdette is planning to have 50 UK stores by the end of 2018, with 7 new shops set to open this year.

The retailer opened its first UK store in Covent Garden in London last year and now has stores at Westfield London and in Leeds. It plans to open at Westfield Stratford, Newcastle and Liverpool later this year.

Its stores are typically 430- 540 sq ft and feature premium décor such as a “press for champagne” button. Retail prices start at £60 for a bra and £30 for a pair of briefs in its White Collection and £90 for a bra and £50 for a pair of briefs in its Black Collection.

Honey Birdette was founded in 2006 by Eloise Monaghan, offering premium lingerie and sex toys. It entered into a strategic partnership with private investment company BBRC in 2011. BBRC also has a stake in Australian accessories retailer Lovisa, which opened its first store at Trinity shopping centre in Leeds in December 2015.

The firm launches 8,000 new pieces each week and has more than 50 stores in Australia as well as selling online.

Its next focus is the US market, where it launched a localised site last month offering free shipping for orders over $50 (£40).

“Honey Birdette has experienced a 374% increase in online sales to the US in the last 12 months,” said Monaghan. “The new ecommerce platform aims to enhance the consumers experience with the brand set to roll out stores in the US in the near future.”


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