Hunkemöller wants to expand to 1,500 stores

Hunkemöller wants to expand to 1,500 stores

The originally Dutch lingerie chain Hunkemöller plans to expand its number of stores to 1,500 in the next 10 years.

Antwerp flagship store performs better than expected

CEO Philip Mountford told FaceRetail that the chain seeks to more than double the number of stores it has today, namely 600.

 

Last year, it had opened its largest store so far in Antwerp, 500 sqm, with numbers 30 % higher than anticipated. That is why the company now seeks to open even more very large stores all across important European locations.

 

Strong online growth, but physical stores are not neglected

The retailer's web shop is also performing well, with a 45 % turnover increase over the past year, "even though we have been active online for quite a few years", Mountford said.

 

The online channel's popularity is not a hindrance for the physical stores as 35 % of the Dutch online orders are being picked up in the store. According to the CEO, many women prefer picking up their purchase in the store as they can try it on before actually taking it home.

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