Bodique undergoes rebranding

Lingerie chain Bodique is undergoing a name change. Dutch owner Hunkemöller is changing the name Bodique to Hunkemöller in an effort to grow from a high street retailer into a high street brand. To this end, the company has decided to operate under

one brand name.

The Dutch firm introduced the Bodique brand in 2007, when it entered the Spanish market. The company operates under the Bodique banner in the UK, France, Spain, Egypt, Russia, Saudi Arabia, Kuwait, Aruba, Curaçao and Sint Maarten.

"We want to become a high street brand in every country in which we have a presence," said CEO Philip Mountford. "Our goal is to create a single high street brand under the Hunkemöller banner and we believe that a single brand name will help us achieve this goal. The brand is becoming increasingly visible. A global portfolio will yield an optimal result in brand communication because consumers the world over will be confronted with the same name."

Hunkemöller operates under the Hunkemöller brand name in The Netherlands, Belgium, Germany, Luxembourg, Denmark and Austria and has more than 525 points of sale in over 16 countries. Although the masthead is changing in a number of these countries, the product offering of lingerie, sleepwear, swimwear and accessories will remain the same.

Since 2010, the company has been working on rebranding itself. Hunkemöller has relaunched with a new slogan, a brand new campaign, a restyled website and the opening of two new flagship stores in Rotterdam and Amsterdam. In January 2012 Dutch WAG Sylvie van der Vaart became the glamorous new face for the brand.