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Hunkemöller marks return to the UK with launch of dedicated online store

By Vivian Hendriksz

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London - Dutch lingerie brand Hunkemöller has made its return to the UK market with the launch of a dedicated UK webshop.

Although the brand was previously available online for sale in the UK via online retailer Zalando and through Hunkemöller's global e-commerce platform hunkemöller.com , the launch of hunkemöller.co.uk signals the start of the lingerie retailer rapid expansion scheme, following it acquistion by the Carlyle Group late last year.

A photo posted by Hunkemöller (@hunkemoller) on

In honour of Hunkemöller's UK website launch, the lingerie brand hosted a fashion show on the Millennium Bridge in London, arranged by the Retail Practice. "We're really excited to enter a new market. We are convinced we can excite women here as much as we do across the rest of the world," said Global Marketing & Communications Director Alexandra Legro on the UK launch. "It's the combination of our design focus, strong omni-channel capabilities, passion for social and for delivering world class service wherever and however our customer shops that differentiates us."

Currently one of the largest lingerie retailers in Northern Europe, Hunkemöller first entered the UK market in 2011, with the opening of its debut concession stand in House of Fraser's Oxford Street store. The aim was to roll out the lingerie brand's concessions to other HoF locations throughout the country, but in the end Hunkemöller withdrew its physical presence in the UK, opting to remain active in the market online. Philip Mountford, CEO of Hunkemöller, sees the opening of its dedicated UK platform as a great opportunity for the brand. Although the lingerie retailer has no immediate plans to open its own stand alone store in the UK just yet, "stores or concessions could be a possibility", confirmed a spokesperson to FashionUnited. "But there are no firm plans just yet."

A photo posted by Hunkemöller (@hunkemoller) on

House of Fraser
Hunkemoller
Philip Mountford