The new store is Honey Birdette's second establishment in Sydney and will also mark the label's launch into the m-commerce space. The brand will trial technology at the store which will allow customers to scan product with an iPhone to access additional details.
The label's revamped website will also go live in July to coincide with the Parramatta store opening. Co-founder Eloise Monaghan said new features will be similar to those found on the Wittner and Witchery sites, allowing customers to buy from the e-store and select specific items, colours and sizes with ease.
Honey Birdette will also release a diffusion label in December which will be sold exclusively online. The diffusion line will comprise of eight pieces in slightly more provocative styles and key colours of black and ivory.
Monaghan said the brand, which currently has six stand-alone stores including Parramatta, is also preparing to roll out another 30 boutiques by 2013.
“We want to be the prominent lingerie seller within Australia and we're looking at two expansion plans at the moment,” she said. “The more aggressive option, to launch four stores per quarter to reach our goal of 30 stores by December 2013, is more likely.”
Daniela Aroche