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Australian lingerie label Honey Birdette has opened its second American boutique at Westfield UTC. 

As revealed by Ragtrader in the June print edition, the UTC store is one of five locations the brand is opening in the US in the coming months. 

Honey Birdette MD Eloise Monaghan told Ragtrader that not only was the UTC store location chosen based on online sales data aggregated by the business, but all the locations for the upcoming store openings in the US are based on this information. 

"We watched the online sales – the online sales are incredible in New York and LA.

"Then Texas is looking very strong for Honey Birdette [as well as] Miami, so those are the key targets for the time being," she told Ragtrader.

The new 795 square foot UTC store sits on the ground level of the centre and features a gold tiled arch, individually cut Italian glass mirrored store front, a salon, two private dressing rooms equipped with the 'press for champagne' buttons and custom-made whiskey bar carts. 

The store also features a limited-edition, rose gold, rope and leather sex swing in the salon, a feature which is only present in the UTC store. 

Monaghan said that the business plans to include unique features in all of the new stores. 

"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," she said. 

The store launched with an exclusive event, which included champagne towers, confetti cannons and a DJ. 

The store opened on June 11. 

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