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Honey Birdette’s International Expansion

Founded in 2006 by friends Eloise Monaghan and Janelle Barboza, Honey Birdette caters to a specific niche in Australian lingerie. While sharing a bottle of champagne, the two friends were discussing the lack of luxurious, provocative lingerie and adult accessories. After some playful ideas, the two created Honey Birdette.
The company started out as a small retail company. After a few successful years, BB Capital invested in their brand. Shortly after that, the two friends began turning Honey Birdette into the company they wanted it to be. They were already producing carefully detailed lingerie and adult products. They wanted to add something more to their brand.
What they added was the Honey Birdette experience. The Honey Birdette experience is comprised of the store’s décor and the talented sales staff known as Honeys. Every boutique is beautifully designed to inspire naughty thoughts.
When visiting a Honey Birdette boutique, customers feel like having a glass of champagne. To make the customer experience worthwhile, Honeys operate the store. Honeys have a particular flirty and sexy sales style. It’s their job to playfully entertain and educate every customer who’s not shy about wanted something naughty in their lives.
With a brand focused on creating an excellent customer experience, it’s no wonder that Honey Birdette is Australia’s hottest lingerie retail company. With 55 stores in Australia, Honey Birdette has begun expanding into Europe; their first stop, the United Kingdom. Currently, there are only a few outlets in the U.K., but Honey Birdette hopes to open 40 more by the end of next year.
They also plan on expanding into the United States. Their new U.S. e-commerce site was tailored to make every U.S. shopper welcomed. Now, U.S. shoppers get free shipping on orders over $50.

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