Lingerie brand Honey Birdette searches for new shop sites in London

An Australian luxury lingerie brand that the owners of the Playboy brand agreed to buy earlier this year, is looking to expand in London with new stores.

Retailer Honey Birdette’s founder Eloise Monaghan wants to secure two new London shops over the next 12 months, joining its two existing sites in the capital. It saw UK sales nearly double last year.

Moves to grow the estate comes around three months after PLBY Group, behind the Playboy brand, agreed to buy the 15-year old business in a $333 million (£ 247.5) deal.

Honey Birdette, which also stocks swimwear, had 60 sites at that point.

Monaghan said: "I think especially after the last 18 months, customers want to be able to walk into a store and connect with a real person, to ask questions, and enjoy the whole sensory experience that we have to offer."

The founder has also looked at Monaco, Amsterdam and Paris for potential new branches.

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