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Honey Birdette eyes Hong Kong

Upmarket Australian lingerie retailer Honey Birdette is preparing to open its first retail store in Hong Kong.

Honey Birdette was founded in 2006 by Eloise Monaghan offering premium lingerie and sex toys and entered a strategic partnership with multi-brand Australian retailer BB Retail Capital in 2011. It now has 45 stores in Australia.

In what will be the brand’s first international foray, two stores will open in central London within the next six months, the first in Covent Garden.

Following that, Honey Birdette will open in Hong Kong, Tokyo, Paris and Rome, the company has revealed, before entering the US.

Separately, BBRC has announced an international expansion of its more mass market chain Bras N Things, with the first two stores opening in South Africa.  That brand has 170 stores in Australia and New Zealand and BBRC is planning on expanding into other international markets as well, but has not specifically referred to any Asian ambitions.

“Bras N Things has an established and enviable reputation in Australia and the time is now right to expand beyond our shores, taking our expert fit service to new markets and empowering women globally,” said Bras N Things CEO, George Wahby.

BBRC is best known in Asia as the owner of the Lovisa chain of accessories stores.

Honey Birdette, meanwhile, is clearly targeting a high income demographic. In the UK retail prices are expected to start at £60 (US$85) for a bra and £30 ($43) for a pair of briefs.

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