Less than six months after launching a new website and three stores in the UK, Australian lingerie label Honey Birdette has confirmed plans to more than 30 stores locally by the end of 2017.
The retailer has 10 new store openings for the next few months alone, to be rolled out from May in major shopping destinations such as Westfield Stratford in east London, as well as Leeds, Newcastle and Liverpool.
The company hopes to have 40 stores in the UK by the end of the year.
A spokesperson for Honey Birdette also confirmed that the new UK stores will be given a facelift, with new concepts and ideas such as champagne bars and catwalks at the front of the store with holograms.
The retailer is also looking to provide customers a private salon in the basement of its Covent Garden flagship in London, suitable for private viewings for a crowd of 20.
The news comes just as Honey Birdette launched a dedicated website in the US, providing a platform for customers to order and have fast delivery, along with easy postal returns and an expanded product range dedicated to the American market.
New collections will also arrive online each week concurrent with Honey Birdette’s stores in Australia and the UK.