Royal London Asset Management (RLAM), represented by international real estate advisor Savills, has let 56 Long Acre in Covent Garden to Honey Birdette for its first UK boutique.

The Australian luxury lingerie retailer has agreed a new lease for the 825 sq ft (77 sq m) prime retail property which is located close to the junction with James Street, adjacent to Zara and All Saints.  Other nearby occupiers include Ben Sherman, French Connection and Geox.

Honey Birdette has 45 boutiques in Australia today, a rapidly growing online business through www.honeybirdette.com and over 115,000 social media followers.  The Covent Garden boutique will open at the end of August 2016.  The brand is bringing showbiz and razzle-dazzle back into lingerie retail, with founder and creative director Eloise Monaghan on a mission to empower and entertain the women of London.  Eloise comments: “The idea for Honey Birdette started over a glass of champagne while I was living in London.  It is only natural that Covent Garden has been selected for our UK launch.”  

Yasin Sadiq, senior asset manager at Royal London Asset Management, adds: “We are pleased to have secured another strong retailer for the estate, which will complement the existing line up, and excited to see the brand open its first UK flagship in Covent Garden.”

Peter Thomas, director in the Central London retail team at Savills, says: “56 Long Acre was a rare opportunity for a retailer to acquire a flagship location close to Covent Garden.  We are pleased to have secured this deal with Honey Birdette.”

The adjoining unit, 55 Long Acre, is still available and provides a prominent corner position next to Zara. Honey Birdette is selectively reviewing further premium locations in London.