Shoppers worldwide are hot for a sizzling lingerie brand that’s the brain child of an Australian entrepreneur who seems to have figured out exactly what women need to look, feel and experience their sensual best.
The Honey Birdette brand founded by Eloise Monaghan in 2006 is led by briefs and bras selling for premium prices, starting at about £35 for the former and £65 for the latter. The sexy items are flying off the shelves so fast the company has announced it will expand from two retail sites in the United Kingdom to 40 stores by the end of next year.
In addition, Honey Birdette is eyeing more store openings in the United States where sales have also been brisk. Internet-based sales of the line has skyrocketed by 374% in the past 12 months.
The company also has a presence in New Zealand, Canada and other European locations besides the U.K. It also deals in more than undergarments. The Honey Birdette website lists additional wares, from adult toys for sexual enhancement to candles, lubricants and novelty items.
One reason for the rapid success of Honey Birdette is Monaghan’s recognition that bedroom accessories were not easily accessible by women. Thus, Monaghan set out to “create a luxury space for women” that made them feel empowered and able to select what they wanted to enhance personal intimacy.
After a strong reception to Honey Birdette in her native Australia, Monaghan realized the U.K. and U.S. markets were key to making her brand take off with a vengeance.
Honey Birdette has become a force in a market heavy with competition – but also heavy with demand — and so a nimble company with a clever marketing plan will bask in the spoils of success. Right now, that’s Honey Birdette.