Australian lingerie retailer Honey Birdette is to open an 825 sq ft store in London’s Covent Garden, close to Zara, AllSaints, Ben Sherman, French Connection and Geox.
The retailer has 45 stores in Australia and a growing online business. Its first UK store will be located at 56 Long Acre and Honey Birdette is reviewing other premium locations in London.
It also plans to open stores in Tokyo, Hong Kong, Paris and Rome, and enter the US at a later date, as part of a global rollout plan funded by its majority owner Australian retail group BB Retail Capital (BBRC).
Honey Birdette was founded in 2006 by Eloise Monaghan, offering premium lingerie and sex toys. It entered into strategic partnership with 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 last year.
The lingerie firm’s 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.
Monaghan said: “The idea for Honey Birdette started over a glass of champagne while I was living in London. It is only natural that Covent Garden has been selected for our UK launch.”
Savills acted for the landlord RLAM.