Hunkemöller Introduces Revamped Store Concept in Ghent
Gent, dinsdag, 3 juni 2025.
Hunkemöller has opened its first Belgian store in the heart of Ghent, launching a completely new store concept. This concept focuses on increased comfort, accessibility, and a feminine character and is part of the brand’s broader strategy to meet the changing needs of customers in the fashion industry. With a retail space of 150 m², the new location offers an inviting and modern atmosphere where customer experience is central. Employees are trained to provide personal guidance, positioning the brand as a key player in the competitive market. Hunkemöller aims to become the most preferred lingerie brand worldwide, with a premium appearance at an affordable price. This new store concept fits within the brand’s transformation initiatives, including a focus on core markets and the introduction of a new brand identity.
Hunkemöller’s New Store Concept: Distinctive in the Market
Hunkemöller’s new store concept, launched in Ghent, is explicitly designed to enhance the customer experience in a rapidly evolving retail market. With a premium appearance combined with the affordability for which Hunkemöller is known, the brand strives for a position as the most trusted lingerie brand worldwide [1]. This revamped concept is part of the company’s broader strategy, which focuses on store experience as well as product innovation and a new brand identity [1].
Strategic Initiatives for Future Growth
Hunkemöller focuses on four strategic pillars: core markets within and outside Europe, an updated product portfolio, and a new brand identity, webshop, and app. Part of this strategy is the emphasis on comfort, accessibility, and femininity, aspects that aim to enhance the brand’s visibility and relevance globally [2]. In line with this, the new store concept is designed with modern, light spaces to optimally support the customer [2].
Emerging in a Changing Market
The transformation of the store concept emerges from a need to adapt to a dynamic consumer environment. Chief Retail Officer Eduard van Santen stated that the focus is less on ‘sexy’ and more on comfort and everyday wearability [2]. With the introduction of the revamped store formats in Belgium, Hunkemöller makes an important step in its strategy to implement these innovations across all its more than 800 stores worldwide [2].
The Broad Impact of Omnichannel in the Fashion Industry
Like many retail companies, Hunkemöller is investing in omnichannel approaches to seamlessly serve the consumer, both online and in physical stores. A strong webshop and user-friendly app are crucial components of this strategy to enhance customer experience and brand loyalty [1]. This aligns with broader trends in retail where technology is increasingly central in creating effective customer communication and interaction [3].