Honey Birdette Sold to Playboy
Honey Birdette Sold to Playboy
Transaction
Overview
Our Partner firm, The Sage Group, advised Honey Birdette on its sale to PLBY Group.
Honey Birdette is a leading direct-to-consumer Australian lingerie brand. Founded in 2006 by Eloise Monaghan, the Company was created to inspire customers to be empowered and confident through the products. The brand quickly became popular with their customers and expanded from one boutique to a robust e-commerce platform and around 60 stores throughout Australia, with a few in the U.S and the U.K.
Honey Birdette reached out to The Sage Group to explore M&A opportunities in the marketplace. After extensive market research, the Company was acquired by PLBY Group, the parent company of Playboy. Playboy will use its reputation to expand Honey Birdette in different markets through online and physical stores.
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