Honey Birdette confirms first two US stores, mulls Europe too
Upscale lingerie retailer Honey Birdette has announced its first US boutique locations with plans to open there later this year. The Australian firm that has been expanding in the UK will open its first storefront in Westfield Century City in LA this October, followed by another in Westfield UTC Mall in San Diego in November. The company will also operate a new office based in Hollywood.
It said that it’s currently reviewing opportunities in other premium locations across Europe and the US.
The company has been selling its products in North America via its website until now and launched its new campaign set in the US just a few weeks ago.
Called LA Story, it stars Russian model Kristina Sheiter and Australian actress and model Sarah Stephens as they explore the city’s best known locations from the Hollywood Sign, the penthouse rooftop of the Hollywood Roosevelt, Mulholland Drive, palm-tree lined streets of Beverly Hills and the clear blue skyline of Downtown LA.
The LA Story collection will be available exclusively at Honey Birdette Boutiques in Australia and the UK, as well as via its Australian, UK and US online stores.
The company was founded by current managing director Eloise Monaghan and opened its first boutique in 2006. The first international store opened a decade later in London’s Covent Garden and it now has three UK shops.
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