Honey Birdette intends to ‘monopolise’ the UK lingerie market after Agent Provocateur sale

Australian brand Honey Birdette has announced its intention to ‘monopolise’ the UK lingerie market following the recent Agent Provocateur buyout.

The business, which opened its first three international boutiques outside Australia in the UK last year, has a further 10 stores lined up to open in major shopping destinations, including Westfield Stratford, Leeds, Newcastle and Liverpool, in 2017.

Current locations include London’s Covent Garden, Westfield White City and Leeds’ Victoria Gate.

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Honey Birdette, which was founded by Eloise Monaghan in 2006, declared its intention to expand in the UK following the news that Agent Provocateur has been sold to Sports Direct-backed firm Four Holdings, after going into administration.

“With now over 50 boutiques worldwide, the brand is pushing the boundaries in retail and set to continue this momentum in the UK to take over and monopolise the market following Agent Provocateur’s downfall and recent controversial acquisition,” the company said in a statement.

 

 

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