[Interview] “Hunkemöller never spent more on marketing”

New brand positioning, new identity, new collections, new shop concept: CEO Brian Grevy leaves no stone unturned to make the Hunkemöller brand more relevant than ever to all women.

Drastic transformation

For eighteen months now, Dane Brian Grevy has been at the helm of Hunkemöller, the Dutch lingerie chain with more than 750 shops in Europe. To claim that he has not been idle all this time would be a severe understatement: the company is undergoing a sweeping transformation in all areas, at a brisk pace. The new shop concept, which has also reached Belgium with a first reopening in Ghent, is just one manifestation of a deeper process, the top executive explains to RetailDetail.