The plan for expansion
Currently, Honey Birdette has 55 stores in Australia. Being the country of origin, the products were first intended to be sold in Australia. A huge demand has increased for the products outside the country. The company has currently built three stores outside of Australia with the first market being London, United Kingdom. The increase in the number of sales has surpassed the expectation. In the United States, the company has made ridiculous profits past the expectations of the company.
The increased sales in the online market
From the United States alone, the company has made more than 374% profits. Most of the purchases from this country are made online since Honey Birdette has not opened stores in the country yet. In their current plans for expansion, the company has cited the United States as one of the major markets. Certain plans underway to increase the number of external stores from three to 40. The United States and the United Kingdom will be the most targeted markets. In their plan for expanding the market influence, the company has equally laid the plans to increase the quality of service delivery. The market in the United States is set to have their products delivered to them. For the items that are bought above $50, the company has laid plans to introduce the free delivery options.
The contribution of Eloise Monaghan
Before 2006, two friends met for a bottle of champagne at a bar. Eloise Monaghan, while drinking with his friend, kept seeing ladies wearing unpleasant lingerie. The dissatisfaction that Eloise expressed in the lingerie pushed him to develop their brand. In 2006, Mr. Monaghan decided to create a lingerie brand that would be satisfactory to him. His target market was the Brisbane town. At the beginning of his venture, Eloise did not have plans of taking the brand global. His focus was the town and maybe other parts of Australia. Within a few years, the brand received a lot of recognition in the country. Deciding to go online with the products, the external market gained interest in the product. His lingerie did not only attract people within the country but also around the United States and the UK.