[In the picture] Hunkemöller shows new shop concept in Ghent

Hunkemöller has opened its first shop in Belgium that follows the completely revamped shop concept, one of the pillars of the lingerie brand’s transformation plan.

“Premium look, affordable price”

The chain calls the opening in Ghent the beginning of a new chapter in Belgium, saying that the new concept is one of the four strategic pillars in the company’s transformation – alongside a focus on core markets inside and outside Europe, an upgrade of the product portfolio and a new brand identity, webshop and app. Hunkemöller wants to remain relevant and current in a rapidly changing market; its ambition is to become the most trusted and preferred lingerie brand for women worldwide.

“Hunkemöller has been more than just a lingerie expert for almost 140 years. We are a loyal partner for generations of women”, CEO Brian Grevy said. “Our mission is to offer women the perfect bra and lingerie at every moment of their lives that is not only practical, but also matches their mood, life stage and personal style. We do this with a premium look at an affordable price.”

The 150 sqm shop on Ghent’s main shopping street Veldstraat is designed to offer a premium, yet accessible shopping experience in line with the needs of today’s customer. It is an inviting and peaceful environment with modern, bright spaces and a fresh look, in which personal assistance and customer experience are key. Staff received extensive training to best guide each visitor to find the perfect fit.