Australian lingerie retailer Honey Birdette will open its second UK store in Leeds this month.
The luxury boutique will open at Victoria Gate, a new £165mn retail development set to launch on October 20.
Signing up to take a 53m2 store, its debut in Leeds marks the brand’s all-important first step outside of London.
Lingerie Insight reported in August that Honey Birdette had opened a 825ft2 store in Covent Garden.
Honey Birdette said in a statement: “We are excited to launch our first boutique outside of London in a flagship setting such as Leeds Victoria Gate.
“The reception to the brand at our debut UK location in Covent Garden has been incredibly strong, and we’re confident that Leeds is right as the next place for us to showcase what Honey Birdette is all about to a whole new audience.”
Robin Dobson, director of Retail Development at Hammerson said: “Further to Honey Birdette having only opened its first store in the UK earlier this year, we are pleased that the premium brand has selected Victoria Gate and Leeds to expand its store portfolio.”