When Eloise Monaghan opened Honey Birdette in 2006, she likely had no idea what a massive, intercontinental success the upscale lingerie boutique would become. The store came to fruition after Eloise and friends noticed that Australia truly had no type of high end lingerie shopping experience comparable to the Paris and London markets of the world.
Honey Birdette became Australia’s first lingerie boutique and quickly expanded throughout the country. Today there are 55 locations. Last year, Eloise opened the first ever locations outside of Australia. These three locations were opened in the United Kingdom in London, Leeds and Westfield White City.
These locations were such a success, that Honey Birdette just announced the plan to take its volume of locations in the United Kingdrom from three to 40 by the end of 2018. There are currently 10 locations slated to start construction in the very near future, including spots in Leeds, Newcastle and Liverpool. Honey Birdette is also looking at other premium locations throughout Europe and possible locations in the United States.
The United States is also home to many loyal customers of Honey Birdette. In fact, the company saw an increase in US online sales by a volume of over 300% in 2016. This led to the development of a brand new e-commerce site that will cater specifically to US shoppers. Along with offering an increased line of clothing and accessories, the site will encourage more purchases in the US by offering free delivery when you spend $50, faster delivery and easier, more streamlined return process.
It is not doubt that big things are on the horizon for Honey Birdette. As the company has grown, it has shied away from a “corporate” feel and still maintains its original boutique atmosphere that has garnered it such massive international success.