Honey Birdette made a big splash in papers and online throughout the UK, US and Australia as it put forward its plans for a massive retail rollout in the United Kingdom and a digital first site launch in the United States.
The sesuality boutique was the first of its kind in Australia and was created in 2006 by Eloise Monaghan. Monaghan saw a hole in the market within Australia for a luxurious lingerie boutique that rivaled those you would find in Paris and put forth her entrepreneurial skills to fill that void. Fill it she did and 20 years later there are over 50 wildly successful Honey Birdette locations in Australia.
She opened her first locations outside Australia last year in the United Kingdom. The locations brought throngs of shoppers to the black doors and beyond and that success is followed by this most recent launch of additional stores. Her plan is to have 40 locations up and running in the United Kingdom by 2018 year end. This is an aggressive goal, but if the first three locations are a success indicator, there may be 40 more to come by 2019.
Additionally Eloise knows the power of online sales for her brand. When she saw staggering numbers of climbing US sales (370+% growth to be exact), she put her team to work to develop a new site for shoppers in the States. That website went live and has also been incredibly well received. The site offers more buying options as well as luxury add ons like free shipping on purchases over $50 and a faster shipping policy.
The success of Honey Birdette has not changed Eloise, who continues to oversee every aspect of the company’s growth and product lines. In fact, following the increase in US sales Honey Birdette released the wildly popular New York line.