Honey Birdette launches US e-commerce and plans rapid UK retail roll-out

Australian lingerie brand Honey Birdette has launched its dedicated US e-commerce site and revealed plans to take its UK retail portfolio from three stores to 40 by the end of 2018.

The brand, which was founded in Brisbane by entrepreneur Eloise Monaghan in 2006, launched the US site after experiencing a 374% increase in US online sales over the past 12 months. The new platform "aims to enhance the consumers experience", said Monaghan, with faster delivery (and free delivery for orders over $50), easier returns and an extended product range for the US customer.

It is also targeting the US for retail openings and has ambitions to rapidly increase its UK store count. Honey Birdette opened its first store outside of Australia last year in London's Covent Garden, followed by two more in Leeds' Victoria Gate and Westfield White City.

The brand has revealed it is has 10 more openings lined up in the UK, including at Westfield Stratford, Leeds, Newcastle and Liverpool, and is targeting 40 stores by the end of next year. In its home market of Australia, Honey Birdette has 55 stores, and is also eyeing other premium locations in Europe.

Prices for the premium label start at around £35 for briefs and £60 for bras. The brand is backed by private investment company BBRC.