Honey Birdette has appointed strategic retail and leisure design consultancy, 20.20, to create the design for an Australian flagship store, in preparation for further expansion into the UK and beyond.
The brand has expanded to 50 stores and 350 employees across Australia. Last September, the brand opened its first international boutique in Covent Garden in London.
Commenting on the retailer’s expansion plans last year, Honey Birdette founder and managing director Eloise Monaghan said the brand has a stronghold in the UK, Ireland and Scotland.
“Honey Birdette has high ambitions to expand further internationally, however, the immediate focus was to create a new look and feel that we are proud to say has now been launched in Parramatta, Sydney,” said Lorraine Tovey, client services director at 20.20.
“We have added theatre to the customer shopping journey and introduced new product displays that offer a more intimate feel and interactivity.”
The lingerie sector has seen a raft of activity in recent times, with Simone Perele signalling plans to launch 10-15 more stores in shopping centres across Australia and Hanes Australasia buying Bras N Things for $500m from Brett Blundy’s stable of brands.
Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.