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Honey Birdette

was acquired by 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.

We wouldn’t have achieved the result we did without the exceptional work by the entire Sage team. The dedication and commitment was truly extraordinary. They went over and above what was expected of them in every situation. What impressed me the most was the way they immersed themselves into our business and ultimately this was a huge contributing factor in achieving the result we did. Sage was absolutely amazing and a real pleasure to deal with.

– Ray Itaoui, Chairman of Honey Birdette