Hunkemöller expands to 1000 stores

Larger then large is the way forward for lingerie retailer Hunkemöller. After opening its 400th shop, the international retailer is planning to open another 600 shops over the course of the coming 5 years. The expansion of Hunkemöller is a combination of its own shops and cooperation with franchise partners. Hunkemöller will enter a new country every year with its own shops and a further three new countries through international franchises.

In Russia, a contract has been signed with the franchise partner Maratex. In addition to Russia, Maratex also operates in the Ukraine and Kazakhstan, where shops will also be opened. Hunkemöller has also concluded a franchise partnership with the Empik Media & Fashion Group (EM&F), which is active in Poland, the Czech Republic, Slovakia and Romania.

Hunkemöller is opening its shops under a new brand name. The lingerie retailer shall slowly transform the Hunkemöller brand into Bodique. The first Bodique shop was opened on 16 April 2008 in Ryazan, Russia, where it will be followed this month by a further two shops. The new brand name shall have its own collection consisting of basic and high fashion lingerie items, underwear, nightwear and swimwear.

The expansion is part of Hunkemöller’s 5-year plan. The lingerie chain aims to open 600 shops over the next 5 years. This global expansion of Hunkemöller is in line with its ambition to achieve retail leadership, to become a global player and to become one of the top-3 lingerie brands in every country in which it is established. The lingerie company is part of Maxeda, the largest non-food chain in the Netherlands. Hunkemöller was established in 1886, and has shops in the Netherlands, Belgium, Luxembourg, France, Germany, Denmark, Saudi Arabia, Egypt, Turkey, Spain, Aruba, Curacao and Russia.

Image: Hunkemöller