Honey Birdette locks in sites for US expansion

HoneyBirdette-LA-Campaign-Kimmy-1Risqué lingerie retailer Honey Birdette has secured two sites for the first stage of its expansion into the United States, revealing that it will launch in October.

The retailer, which was launched in 2006 and counts retail veteran Brett Blundy among its investors, has inked a deal with Westfield to open in the Century City centre in Los Angeles and the UTC Mall in San Diego.

The US venture will be headquartered from an office based in Hollywood, the company said on Thursday.

The expansion is part of founder and managing director Eloise Monaghan’s international ambitions for the business, which she had said previously will include the UK and Europe.

“We want to do 40 stores across the UK and Europe by the end of 2018, in the next 12 to 24 months,” Monaghan told Inside Retail last December.

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“We really want to bring the [offline experience] to the customer online. That’s the one thing we can improve – the campaigns, products and freshness are all there.”

Honey Birdette launched its US website late last year and already has a presence in London’s Convent Garden centre.

The online presence is already offering free deliveries on orders over $50 and has started with buy-now-pay-later.

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To generate buzz around its US launch the business has also recently launched a new campaign and collection in partnership with Russian influencer Kristina Sheiter and Australian actress Sarah Stephens.

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