Honey Birdette opens second US store with San Diego debut

By

Sandra Halliday

Published
Jun 18, 2019

Australian lingerie retailer Honey Birdette is adding to its US presence and has opened its second American store on the ground level at the Westfield UTC mall in San Diego, California.

The new location has been designed in line with the brand’s overall retro-modern luxe approach, although the company tweaks the concept to fit each particular location.

The San Diego store features an ornate gold tiled arch and an individually cut Italian glass mirrored store front. Inside, redesigned brass product displays “offer a more intimate feel and interactivity.” Meanwhile the salon comes with two private dressing rooms that are fitted with press-for-champagne buttons and custom-made whisky bar carts “to ensure a VIP experience for every customer.”

It’s an experiential approach that has helped the brand make an impact both in its domestic Australian market and in the UK. 

MD and founder Eloise Monaghan said: “We are focused on creating individual design concepts for all of our future boutiques and each footprint will have its own unique element. Some might have a champagne bar for example, a private salon in one, a stage in another or a catwalk”. 

The label is known for its fast product drops and actually releases a new capsule collection every week of the year. But it said customers who visit the Westfield UTC boutique will be the first to discover its limited-edition rose gold, rope and leather ‘sex swing’. Displayed within the salon, it’s not yet available at any other brand boutiques. 

The 13-year-old company now has 57 stores across Australia and first went international in 2016 with a Covent Garden, London, debut. It currently has three shops in Britain and opened its first US boutique at Westfield Century City in late 2018.