Luxury Australian lingerie retailer Honey Birdette is set to open its first UK store in London’s Covent Garden, after signing a lease for a unit on Long Acre.

The 825 square foot property at 56 Long Acre, is close to the junction with James Street, adjacent to Zara and AllSaints in a prominent high-footfall area to launch the brand to the UK market.

The brand which aims to empower and entertain women with its lingerie will open its boutique at the end of August.

Honey Birdette, founder, and creative director Eloise Monaghan said: “The idea for Honey Birdette started over a glass of champagne while I was living in London. It is only natural that Covent Garden has been selected for our UK launch.”

The lingerie brand has 45 stores in Australia, alongside a growing online business, and there are plans to secure further locations in London.

Royal London Asset Management, senior asset manager Yasin Sadiq, added: “We are pleased to have secured another strong retailer for the estate, which will complement the existing lineup, and excited to see the brand open its first UK flagship in Covent Garden.”


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