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Tag: Honey Birdette

  • Playboy owner to acquire Aussie lingerie brand Honey Birdette

    Playboy owner to acquire Aussie lingerie brand Honey Birdette

    PLBY Group is to buy racy Australian luxury lingerie brand Honey Birdette for approximately US$333 million. PLBY Group CEO Ben Kohn said he is “thrilled by the brand’s potential to become a multi-million-dollar luxury lifestyle franchise”.

    “Our plan is two-fold: to leverage PLBY Group and the Playboy brand’s global operations to accelerate Honey Birdette’s expansion into new territories and product categories, and to take advantage of Honey Birdette’s superior product design, sourcing, and direct-to-consumer capabilities to accelerate our Playboy-branded lingerie, loungewear, swimwear, and sexual wellness go-to-market plans targeting the masstige consumer,” Kohn said.

    “This acquisition is expected to further our mission to become the leading pleasure and leisure lifestyle platform and our commitment to deliver long-term value to our shareholders.”

    Honey Birdette is forecast to generate $73 million in revenue this financial year, representing growth of over 40 percent. The acquisition will help the brand expand its leadership in the sexual wellness category and its shared sourcing and product design capabilities. The transaction is expected to close in the third quarter of 2021.

    Honey Birdette was first launched in 2006, when its first boutique opened in Brisbane, selling glamorous lingerie and adult toys. It has since expanded to more than 60 stores across Australia, the US, and the UK, and flagship stores are slated to open in the coming months in Dallas, Miami, and New York. Meanwhile, loungewear and swimwear will soon be added to the Honey Birdette product range.

    “When I founded Honey Birdette 15 years ago, my ambition was to build a brand for women, by women; a brand that would serve as a platform for confidence and sexual and body empowerment,” said Eloise Monaghan, founder and managing director of Honey Birdette.

    “Today is a momentous and proud day for the Honey Birdette team as we enter into partnership with one of the world’s most iconic brands and the lifestyle platform it represents. I’m thrilled to join Ben and the whole PLBY Group team on a mission to build a lifestyle of pleasure for all.”

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  • Honey Birdette opens second US store

    Honey Birdette opens second US store

    Australian luxury lingerie retailer Honey Birdette has opened its second US store in San Diego, California, saying two more stores will be opened in the state in the coming months.

    The newly opened 74sqm store is located on the ground level of Westfield UTC and features Honey Birdette’s complete range of lingerie, bondage, latex, accessories and toys.

    The store has an ornate gold-tiled arch to welcome guests, with an individually cut-Italian glass mirrored storefront, and a salon inside.

    It includes two private dressing rooms fitted with ‘press for champagne’ buttons and custom-made whisky bar carts to offer customers a VIP experience.

    The new store also displays a limited-edition rose gold, rope and leather sex swing, which, according to the retailer, has not yet been seen at any other Honey Birdette boutique.

    “We are focused on creating individual design concepts for all of our future boutiques and each footprint will have its own unique element,” said Eloise Monaghan, Honey Birdette managing director.

    “Some might have a champagne bar for example, a private salon in one, a stage in another or a catwalk.”

    Two Honey Birdette stores will open in California soon and are currently under construction. One will be in Westfield Valley Fair and will open in July, and the other in Brea Mall will open in August.

    The retailer also announced they plan to open one more store in the state and another one on the East Coast but have yet to confirm the locations.

    Last year, the retailer said it will open 15 stores in the US over the next 12 to 24 months.

    The lingerie brand now has 57 stores across Australia, three in the UK and two in the US.

  • Honey Birdette debuts in US

    Honey Birdette debuts in US

    Australian Lingerie brand Honey Birdette has launched its first US store in Westfield Century City, Los Angeles, focused on a unique design including whisky bar carts and ‘press-for-champagne’ buttons. The store will offer exclusive and limited-edition products, and is fronted by a glass mirrored store front centred by a gold tiled entry arch.

    “We are focusing on unique designs concepts for all of our future boutiques and each footprint will have its own unique element,” Honey Birdette founder and managing director Eloise Monaghan said.

    “Some might have a champagne bar for example, a private salon in one, a peep show in another, a stage or a catwalk.”

    The store opened to more than 500 shoppers who lined up to shop the brand physically for the first time in the US, and featured a DJ, champagne towers and confetti cannons.

    The brand currently trades within 57 locations in Australia, as well as across three locations in the United Kingdom.

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  • Honey Birdette eyes Hong Kong

    Honey Birdette eyes Hong Kong

    Upmarket Australian lingerie retailer Honey Birdette is preparing to open its first retail store in Hong Kong.

    Honey Birdette was founded in 2006 by Eloise Monaghan offering premium lingerie and sex toys and entered a strategic partnership with multi-brand Australian retailer BB Retail Capital in 2011. It now has 45 stores in Australia.

    In what will be the brand’s first international foray, two stores will open in central London within the next six months, the first in Covent Garden.

    Following that, Honey Birdette will open in Hong Kong, Tokyo, Paris and Rome, the company has revealed, before entering the US.

    Separately, BBRC has announced an international expansion of its more mass market chain Bras N Things, with the first two stores opening in South Africa.  That brand has 170 stores in Australia and New Zealand and BBRC is planning on expanding into other international markets as well, but has not specifically referred to any Asian ambitions.

    “Bras N Things has an established and enviable reputation in Australia and the time is now right to expand beyond our shores, taking our expert fit service to new markets and empowering women globally,” said Bras N Things CEO, George Wahby.

    BBRC is best known in Asia as the owner of the Lovisa chain of accessories stores.

    Honey Birdette, meanwhile, is clearly targeting a high income demographic. In the UK retail prices are expected to start at £60 (US$85) for a bra and £30 ($43) for a pair of briefs.

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