Hunkemöller is a leading women’s bodywear retailer in Western Europe with a total of 866 stores in 23 countries. Our core markets comprise of Germany, the Netherlands, Belgium, Spain, France, Denmark, Austria and Sweden. We offer a full range of products, including bras, underwear, nightwear, swimwear and beach coordinates, hosiery, beauty and sportswear. At Hunkemӧller we seek to provide constant “newness” through our continuous change in fashion and designs, and functionality based on shape and fit at affordable prices. The Hunkemӧller brand is design-led with approximately 95% of products designed in-house by its own design team.
Hunkemöller operates an omni-channel retail model, supported by a state-of-the-art IT platform. Our omni-channel is providing a 360o and 24/7 customer retail experience. Our strategy is focused on delivering a seamless customer shopping experience across multiple integrated online channels, like our webshop, mobile app and third party online platforms and our physical stores. Our online platform provides services like Click & Collect, Check & Reserve, Order in-Store and Return to Store.
With a track record of opening between 65 and 100 own stores per year in the last three financial years, we operate a highly scalable retail model.
Expansion is our biggest key driver of growth.
Our aim is to become the market leader in Europe by protecting the markets where we are already a leader, and growing our share in the remaining markets where we operate. In 2016, we were named the market leader in Germany. With our current growth plan we will become market leader in Denmark within the coming years. By growing our store portfolio in Spain from 35 to 140 stores we also will become a major player in the Spanish market.
Europe is currently our main market and, across this continent, the most significant growth in wider retail is being driven by digital commerce. Although we continue to deliver outstanding physical store results, it is digital that significantly contributes to our sales and EBITDAI growth. Our Shero’s need and want for the right product, in the right place at the right time and price, has not changed. What has and is continuing to change is the way our Sheroes shop: we give them more ways to be inspired, more channels to choose from and more shopping journey choices – these journeys are often enhanced by rapidly emerging location and personalised push/pull communications. Our simple goal of allowing customers to shop the way they want, when they want, means a potentially and increasingly complex operating model. Our challenge is to make this simplify and maximise the opportunities that digital retailing is providing.
As we move into an era where digital/e-commerce is fully integrated into the wider business, new investment in IT and processes will be omni-channel by default. This will allow for a more seamless customer experience, a single view of the customer where the same exceptional Hunkemöller brand experience is delivered whatever the channel. This will mean new ways of working, a greater silobusting mindset and an operating model that is both agile and ROI-focused. As significant digital store rates get harder, we will differentiate and ensure our competiveness through an increasing emphasis on the digital customer experience and World-Class Service. This is the same approach that has transformed and sustained our physical store performance. Our continued strong performance will allow considered investment in emerging technologies and services: from Artificial Intelligence / Virtual Reality to voice command, and from in-store ordering and payment to marketleading delivery solutions. All of these strategies are designed to keep our brand aligned to our Sheroes and a step ahead of the competition.