Hunkemöller, the European lingerie brand with approximately 900 stores across 20 countries, has opened its official webshop in the United States. With the launch of the webshop, customers, called “Sheroes” by the brand, in America now have access to the full Hunkemöller collection of fashionable and affordable lingerie that is available in 67 bra sizes. The opening is a big step in the journey of Hunkemöller to be the digital-first lingerie brand across the globe, offering Sheroes the best shopping experience, said the brand.
Hunkemöller is Europe’s number one loved digital intimate apparel brand in 20 countries with 15 state-of-the-art webshops and 900 stores acting as digital hubs, said the brand, known to be an empowering, diverse, inclusive and sustainable intimate apparel brand. The lingerie brand offers distinct products, continual new collections and sub-brands to appeal to a range of customers across ages, cultures, body shapes and budgets, all delivered via a positive shopping experience.
The brand’s main collection includes a digitally driven brand. Hunkemöller utilizes a data-driven process to validate design and pricing propositions across all teams, and the brand notes that over 60% of customer journeys have a digital touchpoint.
“Hunkemöller prides itself at being at the forefront of design with regards to lingerie, and over 97% of all collections are designed by our international design team,” said Hunkemöller CEO Philip Mountford. “Hunkemöller has clear values of which inclusion and diversity are extremely important, [and] we believe all women should be able to wear fashion lingerie and have 67 bra sizes to ensure we can fit all women, and we can’t wait to surprise our American Sheroes with our beautiful collection.”
Mountford continued, “We have just launched our collection on nordstrom.com, and the first weeks have been incredibly promising. This launch is an amazing step in the global strategy, with our own platform opening this week.”
As a social brand, Hunkemöller collaborates with influencers to create key collections. The brand has worked with celebrities, including Lucy Hale (2021), Doutzen Kroes (2016 – 2020), Duckie Thot (2020) and Pamela Reif (2018). For 2022, Hunkemöller has already confirmed several celebrities with a firm U.S. following.
In addition to the main collection of lingerie, swimwear, nightwear, loungewear and accessories, Hunkemöller also offers five sub-brands and influencer/celebrity collections, which the brand says are the main building blocks of its product range.
Those sub-brands include: the Private Collection, which features sexy lingerie for special moments; the Noir collection, which includes the most premium offerings of sophisticated lingerie and nightwear; the P.O.P Power of Positivity collection, targeted to the Gen-Z market, which embraces self-love, diversity and a conscious lifestyle with casual, trendy and sustainable products; HKMX Sportswear, a sportswear collection offering a mix of functionality and fashionability and the Freedom collection, a fashionable and comfortable collection of wire-free lingerie created for comfort-driven customers.
With the launch of the United States webshop, Hunkemöller is now available online in 20 countries. The sites are backed with a full-fledged traffic program which entails social media, influencer marketing, PR, Google organic and paid, e-mail and affiliate marketing.
