Honey Birdette has launched a new basics category online and in-store across Australia, United Kingdom and the United States.
In 2021, the Australian lingerie label was acquired by American pleasure and lifestyle company Playboy Group (PLBY Group) for USD$333 million in cash and stock.
The acquisition of the 15-year-old business came as it has expanded and developed its North American and European footprint.
The latest expansion into basics is a first for the brand, with the new category pitched at a more accessible price point and with a muted palette of almond, toffee, deep mahogany and nero tones.
Honey Birdette global director of product and marketing Francesca Anderson said the line 'Nakeds' will diversify its portfolio.
“We knew there was a gap in the market for sexy-yet-comfortable everyday pieces that offer both exceptional fit and premium fabrications,” Anderson said. “Our existing customers wanted basics from us, and we are really excited to launch everyday Nakeds for current and new Honey Birdette customers.
“We see Nakeds as the new everyday bra.”
The pieces within the latest range include the Demi Bra - a lightweight, double layer of sheer tulle, with the glittering foil and satin binds; a Waspie corset with continuous underwire, vertical panels and concealed boning; and The Everyday Thong made of the same sheer, lightweight tulle.
It also includes two sheer bodysuits, with no underwire or boning.
Honey Birdette will release additional basics for the collection throughout 2023.
In addition to its Nakeds launch, Honey Birdette also released its new Emily collection, an all-leatherette basics range. The range includes a pushup bra that converts to a strapless bra with removable straps, a bustier, a plunge bra, and a limited release leatherette dress with embedded underwire and plunge cups.
PLBY Group is a global pleasure and leisure company across media, products and experiences.