Monaghan added that given Honey Birdette is a luxury brand, fit and fabric quality “are just as important as design aesthetic” and the ranges will feature technology to offer customers maximum comfort and range of movement.

Honey Birdette’s new collections will initially launch online with a limited run going into flagship stores, although eventually, they will roll out to all stores. More gifting and sleepwear options will become a staple throughout the store network, too.  

Former Victoria’s Secret designer Gali Svenchinsky will be heading up the category. Svenchinsky was at Victoria’s Secret in New York for 10 years, where she spearheaded the US brand’s best-selling ‘Very Sexy’ range.

“We are so excited to have her on board and look forward to this new era of Honey Birdette,” Monaghan said.

While the pandemic outbreak has seen a rise in the loungewear and activewear category in the last couple of months, they are both areas that have been increasing in popularity in recent years. According to Allied Market Research, the global women’s activewear market will reach $216.87 billion by 2025.

A reinvention of retail

Like most retailers around the world, Honey Birdette shut its stores last month to keep staff and customers safe when the pandemic

was at its peak. However, the closure has encouraged many brands to focus on e-commerce and think creatively in terms of their digital offerings.  

“Being a retail brand with 65 stores internationally, we have had to pivot quickly to keep up with the changes in the market,” said Monaghan. “Although it has been an extremely testing time for a lot of us, the silver lining is the innovation coming out of our team. We are exploring areas we would have previously never thought possible. We are finding new and meaningful ways to connect with our customer.”

Recently, Honey Birdette launched HB Live, a Zoom Room where a real ‘Honey’ hosts customer events such as “no-holds-barred live toy tours” and shoppers can book their own “private pleasure party”. The brand now offers 24/7 online customer service and online fitting sessions.

“We kick off this week with our first sold-out virtual Pleasure Party hosted by Aussie model and sensuality blogger Tiah Eckhardt,” said Monaghan. “She will be discussing her top toys for lockdown survival. The Pleasure Parties are a private virtual party for groups – perfect for ladies looking for a virtual birthday celebration, hens’ night or just a fun Friday night with her friends and a glass of champagne.”

According to Honey Birdette, the brand has also seen a 335 per cent increase in sales of online sex toys since the pandemic.

Poised for a comeback

Meanwhile, Honey Birdette is starting to slowly reopen its stores. Last week, it opened six regional stores, all of which “performed better than expected” and next week, the brand will be reopening its stores in Western Australia and Queensland, in line with the government recommendations.

“We launched an appointments page on our website last night for the stores that will be reopening and we have had a huge response overnight. This indicates to us that customers are looking forward to physically shopping in our boutiques,” said Monaghan.

The luxury lingerie brand has been on the path of overseas expansion for several years now. There are currently four stores in California, with a fifth slated to open in a few months’ time.

“All stores have shown exceptional growth. The US customer is very responsive to Honey Birdette. We will be expanding into Texas, Miami, Vegas and New York – all areas where we have a significant online customer following,” said Monaghan.