Aussie lingerie retailer Honey Birdette opens store in NYC

Raunchy Australian lingerie retailer Honey Birdette is about to open its first store in New York, topping off a rollercoaster year with its daring new collection. SEE THE ADULTS-ONLY VIDEO

Aussie lingerie giant Honey Birdette has finally landed its spot in the Big Apple.

Sydney-based label founder Eloise Monaghan has told Confidential she has finally inked a lease for an outlet on the fashionable Spring St in Soho — flanked by designer giants like Burberry and Isabel Marant — to open in the coming weeks.

... inspired by the Australian Open.

Honey Birdette's most colourful collection yet ...

Honey Birdette serves up its raunchy new campaign.

The breakthrough marks the eighth US store for the burgeoning label that specialises in racy campaigns for its raunchy lingerie and line of sex toys.

It also heralds a long-awaited New York opening that was thwarted by COVID-19 a year ago, with the pandemic resulting in the shuttering of 60 Honey Birdette stores in Australia and worldwide.

Bright colours and elaborate designs mark the new collection.

“I was in Switzerland for a fabric showing a year ago when I got a call from a business partner saying: ‘This might sound weird but you need to get on a plane and get home because you are about to shut 60 stores’,” says Monaghan, who managed to nab one of the few available flights back to Australia, at a cost of $12,000.

“I cried on the plane all the way back. I thought my business was finished.”

... and classic black designs.

Tennis ball fluoro yellow ...

However a surge in online sales would meant the business took a small initial hit then boomed as customers — banned from splurging on overseas holidays — began stocking up on personal luxuries.

“We closed all of our stores but our sales actually went up,” Monaghan said.

“Instead of a $20,000 Bali holiday, people started buying weekly pleasures.”

A spot in New York caps an impressive year for Honey Birdette in the US, with celebrities including Paris Hilton and rapper Cardi B seen decked out in distinctive label, which this week rolled out a new Anyone For Tennis campaign inspired by the recent Australian Open and upcoming US Open in New York.

“I’ve always wanted to do a tennis theme and the colours finally make it work, particularly the tennis ball fluoro yellow,” Monaghan says.