Honey Birdette is set to open a shop in London’s Covent Garden, bringing its range of luxury lingerie products to the UK in a physical store format for the first time.
The Australian retailer signed a new lease for an 825 sq ft retail space at 56 Long Acre – located near the James St junction and adjacent to Zara and All Saints – and will open at the end of this month.
Other nearby occupiers include Ben Sherman, French Connection and Geox.
Honey Birdette has 45 boutiques across Australia today, a growing online business through and over 115,000 social media followers.
The brand aims to bringing showbiz and “razzle-dazzle” back into lingerie retail, and founder and creative director Eloise Monaghan said she wanted to empower and entertain London women.
“The idea for Honey Birdette started over a glass of champagne while I was living in London,” Monaghan said.
“It is only natural that Covent Garden has been selected for our UK launch.”
It is understood that Honey Birdette is also reviewing further premium locations in London.