Europe’s number one lingerie brand is opening their first store in Shanghai, China. Following the success of becoming the market leader in Europe, it is now time to take over the next part of the globe, in line with their expansion strategy. The store that will open June 13th is the first and 46 more Chinese stores are planned until 2023, giving the brand authority in the Chinese market. Hunkemöller currently has over 930 stores throughout Europe, including the most recently opened stores in Russia and the 400th store in Germany.

“Opening in China has been a natural progression where Europe’s leading lingerie brand meets the fastest growing economy, with a consumer that has a large demand for new global brands” according to CEO Philip Mountford.

The store will have the iconic Hunkemöller store concept with outstanding digital features, tailor made for the Chinese market. Like other Hunkemöller stores, the Flagship store will offer a Private, Noir and HKMX area as well as fashion collections. With a surface of 230m2, this store is a real experience for consumers, unlocking new levels of engagement yet unseen for Chinese customers.

The store will be located in Shop No. 049, LG1 Century Link Mall, 1192 Century Avenue, Pudong New District in Shanghai. Four stores are planned to be opened this year.