Hunkemöller opens second Belgian flagship store in Gent

By

Shomara Roosblad

Published
May 19, 2016

Dutch lingerie retailer Hunkemöller opened its second Belgian flagship store in Gent, located at Veldstraat 19.

Hunkemöller is known as the leading lingerie specialist in the Benelux and offers lingerie, swimwear, sportswear, nightwear and accessories for women. The retailer currently has more than a hundred regular stores in Belgium, which have between 120-140 square meter retail spaces. The first Belgian flagship store opened in 2013 in Antwerp (Meir 5). The flagship store concept focuses on the customer’s shopping experience, innovative design and have around 500 square meter retail space, which sets flagship stores apart from the regular stores.

The 440 square meter flagship store in Gent is divided into separate zones, such as a bra bar, perfume bar and ten different changing rooms, which are all based on Hunkemöller’s sub-lines: HKMX (sportswear), Noir (luxury lingerie and swimwear), Private (Hunkemöller’s high-en line) and Always Sexy (based on different fits).

With the new store, Hunkemöller focuses on service and hopes to inspire the customer with the Hunkemöller shopping experience. One of the store’s eye-catching features is a so-called Experience fitting room, where customers are able to choose the music and lighting according to their mood.

Currently, the retailer has more than 700 stores in 18 countries and aims to open its 800th store and establish in its 20th country in 2016.

Hunkemöller announced earlier that, as part of its three-year plan, the company is also looking to enter Asia and the US, as well as Kuwait, Russia, Puerto Rico, New Zealand, Trinidad, Costa Rica and Venezuela.

American company, The Carlyle Group, has owned Hunkemöller since December 2015.