Honey Birdette is an Australian lingerie brand founded by Eloise Monaghan in 2006. It launched a dedicated e-commerce site with a plan of expanding its portfolio in the UK from three to forty stores by 2018. The U.S site was launched after an increase of 374% of online sales in the US market in one year. According to Monaghan, the main goal of the new site is to enhance consumer experience and satisfaction through fast delivery, easy return, an extension of the range of products offered to the customers. Apart from increasing the number of stores in U.K, the company also aims at establishing a couple of retail openings in the U.S. The first store outside Australia was opened in UK at the ‘London Covent Garden’ followed by others in ‘Westfield white City ‘and ‘Leeds Victoria Gate’. Honey Birdette boasts of over 10 retail stores in the U.K and over 55 stores in Australia. Besides the U.S market, the company is seriously thinking about penetrating the premium European locations
Honey Birdette advertises aggressively on social media sites like Facebook, twitter and Instagram with several advertising videos on you tube. This works very well for its online boutiques. They have very many online followers not only in Australia but other countries as well as a result of the strong social media presence and its sexy lingerie brands that all women like to have as part of their closet.
The fashion industry is one of the most lucrative business ventures to invest in especially in this error where people idolise celebrities and dressing like them is a statement. As long as Honey Birdette identifies and works with a few celebrities, it is likely to experience overwhelming growth and presence across the globe despite the existing competition in the relatively crowded market.