Case Study: Honey Birdette achieves global expansion and a boutique online experience with Shopify Plus

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

Honey Birdette is an Australian luxury lingerie brand founded in 2006 that had built a devoted in‑store following across 50+ boutiques. The company’s challenge was to move from an offline, Australia‑centric business to a global online retailer without losing its boutique feel or customer‑service focus, and without the cost or compromise of a fully custom build.

Replatforming to Shopify Plus in 2015, Honey Birdette launched six international storefronts, optimized a mobile‑first theme with partner The Working Party (faster site, richer video, improved checkout and search), and automated VIP segmentation and offers with Flow. The results: sales in 60+ countries (35% of online orders now international), 80% of traffic on mobile, a returning customer rate around 50% (up 7% year over year), and sustained boutique brand experience at scale.

Honey Birdette

Belinda Sharpin

General Manager