[In the picture] Hunkemöller starts transformation with new store concept

Dutch lingerie brand Hunkemöller has opened a completely revamped shop in Utrecht. The opening goes beyond just the launch of a new shop concept, but it marks the start of a broader transformation with three pillars.

More wholesale, fewer contries

The new transformation plan, that should prepare the lingerie brand for the future, received its first visible manifestation with the opening of a completely renovated shop in Utrecht. The location will serve as a blueprint for the new store concept, focusing on personal assistance and a relaxed shopping experience. The shops will have a calm look with inviting, bright spaces.

The transformation plan rests on three strategic pillars: a focus on a number of core markets within and outside Europe, an expansion of wholesale activities and an exploration of new markets to enter, including in the Far East.

New web shop and app

Part of the product portfolio will also get an upgrade, with optimisation of the availability of different sizes and more premium products at affordable prices. The new brand identity will also find its way into a completely revamped web shop and app with more personalisation.

Hunkemöller has been looking for a new breath for some time. The brand changed ownership two years ago, which also meant a new management. Last year, sales fell and net losses doubled at the chain, resulted in the closure of 45 loss-making shops last year and equally many this year. The retailer also had to borrow an extra fifty million euros. CEO Brian Grevy stresses the importance of continuous development: “As with any reputable brand that has been operating in the market for a long time, we realise how important it is to stay relevant.”