Local lingerie label Honey Birdette will more than triple its Australian store count, after securing support from the same private equity firm which backs intimates chain Bras N Things.
The roll-out, backed by private equity company BB Retail Capital (BBRC), which also counts jewellery chains Lovisa and Diva as clients, will see Honey Birdette boost its store count from six to 76 stores across the next two years, with the first few outlets to open in 2012.
Honey Birdette founder Eloise Monaghan said the expansion made sense, following an overwhelming positive market response to the brand, despite the tough trading landscape.
“Honey Birdette is one of the few companies that turned a profit during the GFC and now is the time for us to expand across the country. We are ahead of the market and it is crucial to maintain our branding image,” she said.
In a bid to beef up its product offering in line with the retail roll-out, Monaghan also confirmed that the label has recruited former Berlei designer Judy Anderson to create two new ranges.
“Honey Birdette has appointed Judy Anderson to design Honey Birdette’s own lingerie label, Coco Black and Coco Red, as well as a new line, Coco Ivory, and an exciting new venture into costume wear for ladies. The costume wear will be the first of its kind in Australia that will offer high-quality costumes made of stretch woven satins, sexy French lace details and diamantes for bling,” she said.
“A former designer of Berlei, Judy was instrumental in creating the JAG range from 1991 to 1996, and before starting with Honey Birdette, she was based in London working for Courtaulds, which was one of the main lingerie suppliers to Marks & Spencer.”
