Hunkemöller trials first “HKMX Store”

Hunkemöller trials first “HKMX Store”

In Berlin, Hunkemöller will open a pilot store under its HKMX brand, exclusively for its sports collection. If that turns out positively, the retailer will expand this formula to other European countries.

From shop-in-shop and store formula

Lingerie manufacturer Hunkemöller started selling HKMX-branded sporting bras five years ago and quickly followed that with a complete collection of sporting pants, shirts and accessories. Now, it seems it will turn it into an entire store formula, HKMX Store, with the first 120 sqm pilot store opening its doors in April or May on the Rosenthaler Straße in Berlin, according to the German ImmobilienZeitung.


Dutch design firm Storeage, which provided the store design and previously also signed up for the HKMX shop-in-shop in Hunkemöller’s flagship store in Amsterdam, says the company has the ambition to “open several HKMX stores across Europe”, according to RetailNews.


Hunkemöller, which was acquired by American investment firm Carlyle last year, is now active in 23 countries with 800 stores, including 220 in Germany.