Honey Birdette will unveil a store at the new Victoria Gate development in Leeds when it opens on 20 October.
The Australian luxury lingerie retailer opened its first UK store in Covent Garden, London, earlier this year.
It will open a 570 sq ft store at Victoria Gate, which will also will house retailers including Russell & Bromley, Aspinal of London, & Other Stories, Gant, Hackett, Tommy Hilfiger and Anthropologie.
“The reception to the brand at our debut UK location in Covent Garden has been incredibly strong, and we’re confident that Leeds is right as the next place for us to showcase what Honey Birdette is all about to a whole new audience,” said a spokeswoman for the retailer.
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 retailer has 45 stores in Australia and a growing online business. 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.