Australian lingerie brand, Honey Birdette, is embarking on a global expansion journey in 2016 following a successful domestic store rollout. Founded by Eloise Monaghan in 2006, the brand has seen significant growth after partnering with BB Retail Capital (BBRC) in 2011. This collaboration led to the opening of 39 new boutiques in Australia between 2012 and 2015, bringing the total count to 44 stores across the country.
Eloise Monaghan, the creative director of Honey Birdette, expressed the brand’s global appeal and revealed plans to establish a presence in key international markets. London has been identified as a prime location for expansion, with potential for up to 30 stores in the UK. Monaghan emphasized Honey Birdette’s unique positioning in the UK market, offering a blend of quality products and immersive brand experiences at competitive price points.
Despite occasional challenges with local authorities and advertising standards, Honey Birdette remains focused on delivering a distinct shopping experience. The brand’s expansion strategy extends beyond the UK, with aspirations to tap into the North American market, where a significant portion of international traffic originates. Monaghan also envisions introducing Honey Birdette to Asian markets, particularly eyeing Hong Kong as a desirable location for future stores.
Product innovation lies at the core of Honey Birdette’s success, with a focus on fast fashion akin to Zara’s model. Monaghan stresses the importance of product quality and relevance, driving the brand’s monthly product line releases. She believes in the primacy of product excellence over seasonal trends, a philosophy that has resonated with consumers and propelled the brand’s growth.
While physical stores play a crucial role in Honey Birdette’s expansion strategy, the brand’s online presence is also thriving. The company’s e-commerce platform accounts for over 10% of total revenue and boasts a rapidly growing Instagram following. Monaghan acknowledges the support and guidance provided by BBRC, underscoring the importance of maintaining the brand’s independence while benefiting from strategic partnerships.
As Honey Birdette sets its sights on global markets, the brand’s commitment to product quality, innovative marketing, and immersive retail experiences positions it for continued success on the international stage. With a blend of creativity, strategic partnerships, and a customer-centric approach, Honey Birdette is poised to make a mark in the competitive global lingerie market.
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