London’s Covent Garden has been chosen to host Honey Birdette’s first UK store.

After signing a new lease with Royal London Asset Management, the Australian luxury lingerie retailer will be located at 56 Long Acre, covering 825 sq ft and will be near All Saints and Zara as well as French Connection, Geox and Ben Sherman.

Eloise Monaghan, founder and creative director, said: “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.”

The company has 45 stores in Australia as well as an online business and the new London store is due to open at the end of this month.

Senior asset manager at Royal London Asset Management, Yasin Sadiq, said: “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.”