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Honey Birdette which is an Australian-based lingerie brand announced on the Industry London about launching their US e-commerce website. Honey Birdette also talked about their plans to grow its UK retail portfolio from the current 3 stores to 40 stores by the year 2018. In 2006, Eloise Monaghan who is an entrepreneur founded Honey Birdette in Brisbane. The lingerie brand made a decision to launch the US website after their online sales in the US grew by 374% in the last one year. This new e-commerce site is aimed to improve the experience of the clients according to Monaghan. It will also lead to faster deliveries with free deliveries for orders more than $50, easier returns and also an extended product range for the clients in the US.
Honey Birdette also has plans to open retail stores at the US and also to increase the number of stores in the UK. The first store to be opened by Honey Birdette outside of Australia was in Covent Garden in London. It later opened two more stores in Victoria Gate, Leeds and the Westfield White City. According to Eloise Monaghan, the company plans to open ten more stores in the UK including cities like Liverpool, Westfield, Leeds, Newcastle and Stratford. Currently, Honey Birdette owns 55 stores in Australia and plans to venture in other European premium locations.
The Premium label will cost a customer $60 for the bra and $35 for the Briefs. Honey Birdette is backed by BBRC, a private investment firm. The lingerie brand deals with provocative inner wears and is the first lingerie wear of its kind in Australia. The company also provides bedroom toys and other accessories. The founder, Eloise Monaghan started the company in 2006 after she and a friend looked for provocative inner wear to no avail.