Australian based lingerie and accessory outfit company, Honey Birdette has revealed plans for massive overseas expansion. The brand was created in 2006 by its founder and current creative director, Eloise Monaghan. She was discussing the lack of high quality lingerie and bedroom accessories with a friend at a restaurant at the time. After the conversation ended, Monaghan said that the idea for Honey Birdette was created to provide luxury lingerie and accessories for women such as herself.
Honey Birdette has taken off since its inception in 2006. The lingerie brand has 55 stores all over Australia. That is pretty amazing considering the brand is only 11 years old. In 2016, Honey Birdette saw its first ever store expansion abroad with three openings in the United Kingdom. These were in the shopping centers of London, Westfield and Leeds. This year thanks to strong sales and demand, Honey Birditte is hoping to open up an additional 10 stores in the UK in places such as Liverpool and Newcastle. By the end of 2018, Honey Birdette says it feels confident that it can open up to 40 stores in the British market, which shows that the company is pursuing an aggressive growth strategy.
In the USA meanwhile, the Australian luxury lingerie and accessory brand is also looking to establish a foothold. Online sales have surged by over 370% over the last year. Honey Birdette has no physical stores in the USA. It is updating its online website for its American customers though. The new site should make shopping around more easy. The company also revealed it will now be offering faster shipping, an easier return process and free shipping for any order that is above $50. The large growth in online sales from the USA has made Honey Birdette consider entering the American market, where it will have to compete against the likes of Victoria’s Secret.