Victoria’s Secret has a new competitor on the world-wide lingerie scene. Australian brand Honey Birdette continues to expand, opening a string of new shops in the United Kingdom and launching a dedicated e-commerce site for the United States.
The Big Plan
Honey Birdette plans to open 40 UK retail locations by the end of 2018. It currently has three locations there: London’s Covent Garden, Leeds’ Victoria Gate and Westfield White City. It also plans to open other European locations.
Expanded US Retail Line
Founded by Brisbane entrepreneur Eloise Monaghan in 2006, the company realized the need to expand when it experienced a 374 percent increase in US online sales during the last 12 months. The US site features an expanded product line designed for the American consumer, faster delivery free delivery for orders more than $50, and a simplified returns process. It also has plans for US retail locations.
At Home In Australia
Within Australia, Honey Birdette has 55 retail locations. The brand features premium lingerie and underwear, plus high-end boudoir items. Prices for its bras start at £60 and for its panties at £35 for briefs and for bras. Its stores include a honey of an experience with lush decor, champagne and personal shopping assistance. Its Pleasure Parlor lets you experience certain items before buying them. The accessory line includes cuffs, collars, harnesses, candles, and more. Honey Birdette also offer bespoke accessories. In lieu of a store branded credit card like Victoria’s Secret offers, it offers the payment process, Future Pay.