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Hunkemöller opens its first store in China, followed by 46 more stores

By Press Club

Jun 17, 2019


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 15th 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.


Hunkemöller is Europe’s leading and fastest growing lingerie brand, with 920 stores across 20 countries. The company was founded in Amsterdam in 1886 and has since developed into a pan-European omni-channel lingerie brand. Hunkemöller delivers perfect fitting, fashionable and high quality bodywear products (across bras, underwear, nightwear, swimwear and other categories including sport). Hunkemöller is a truly omni-channel retailer and has integrated technology into every aspect of the business; from extensive customer profiling based on an extensive base of active loyalty program members, to a digitalized recruitment and training process for retail employees. The customer journey is at the heart of Hunkemöller’s strategy and has resulted in a seamless interaction between the physical and digital environment through its click2brick initiatives. In 2018, Hunkemöller was voted Best Lingerie Retailer of the Year in the Netherlands, Germany, Spain, Switzerland and Belgium. The lingerie brand also won the Web Shop of the Year Award in the Netherlands.

Press Club