Case Study: Honey Birdette achieves global expansion while retaining its boutique feel with Shopify Plus

Honey Birdette went online, then global, without losing its boutique feel

Honey Birdette, the Australian luxury lingerie retailer known for its boutique stores, faced the challenge of becoming a global ecommerce brand without losing its in‑store experience. The company needed a fast, mobile‑optimized site, the ability to launch regional storefronts and currencies, and better ways to preserve VIP service online. To address this, Honey Birdette replatformed to Shopify Plus in 2015 and worked with Shopify Plus partner The Working Party, also adopting Shopify Plus’ Flow automation tools.

Using Shopify Plus, Honey Birdette launched six international storefronts serving more than 60 countries (35% of online orders now come from outside Australia), optimized mobile performance for a site where 80% of visitors come from mobile, and implemented Flow to tag and segment customers, enable VIP pre‑orders and offer express shipping. The results include a returning customer rate around 50% (a 7% increase year over year), broader global reach and marked growth in online revenue since moving to Shopify Plus.

Honey Birdette

Belinda Sharpin

General Manager