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Hunkemöller has opened an official webshop in the United States. American customers will be able to access the entire Dutch lingerie brand’s collection.
Digitalisation
The company, which currently has around 900 stores and 15 e-commerce websites across 20 countries, wants to take its vision to the United States through its range of constantly evolving collections and sub-brands designed to appeal to different audiences. “Hunkemöller has clear values of which inclusion and diversity are extremely important, we believe all women should be able to wear lingerie”, says CEO Philip Mountford.
Since the outbreak of the Covid crisis, Hunkemöller has accelerated its digital strategy. Apart from the new webshop, the brand recently launched its collection through multi-brand department store chain Nordstorm. According to Mountford, the results during the first weeks were “incredibly promising”.
To create and promote important collections, Hunkemöller has worked with well-known figures in recent years, such as Lucy Hale (2021), Doutzen Kroes (2016 – 2020), Duckie Thot (2020) and Pamela Reif (2018). This year, the label has already secured several celebrities with a solid American following.
