Honey Birdette, the fast-growing Australian intimate apparell retailer, announced plans to expand its physical footprint in the United Kingdom, and its online presence in the United States. The company has benefited from tremendous growth in these markets, including a 374% increase in sales to the US in the past twelve months. It is this success that has spurred Honey Birdette to launch a newly redesigned US e-commerce site and to open up to 40 new stores in the UK by the end of next year.
The new e-commerce site aims to improve the customer experience by being tailored to customers in the United States and offers free shipping for orders over $50. The founder has indicated that it does plan brick and mortar expansion to the US in the near future.
The sensual retailer’s planned expansion in the UK includes ten locations currently slated to open in Liverpool, Westfield Stratton, and Newcastle. This adds to the company’s footprint of over 50 stores in its native Australia.
The company was founded by Eloise Monaghan who serves as creative director and provides the vision for the unique brand, which is centered around catering to and empowering women. Their featured collections feature women’s names, and the employees of their stores are “honeys” who are as critical to the boutiques as the merchandise.
Honey Birdette is benefiting from a more mainstream acceptance of S&M as books and movies such as “50 Shades of Grey” earn general popularity and attention. One can find products for both men and women on the HB website, and the brand’s social media outlets push much more than product advertising; the company appears to aim to encourage a lifestyle embodied by its brand.