Renowned Dutch lingerie brand Hunkemöller, a leader in the industry for nearly 140 years, proudly opened the doors to its completely revamped store in the heart of Ghent earlier this month. This location marks a significant milestone in Hunkemöller’s extensive transformation and is the very first in Belgium to showcase the brand’s entirely new store concept.
The Ghent store opening is part of Hunkemöller’s broader strategy to remain relevant and contemporary in a rapidly evolving market. CEO Brian Grevy emphasizes the brand’s mission:
“Hunkemöller has been more than just a lingerie expert for almost 140 years. We are a loyal partner for generations of women. Our mission is to offer women the perfect bra and lingerie for every moment in their lives — pieces that are not only practical but also match their mood, life stage, and personal style. We deliver this with a premium look at an affordable price.”
The Emily Bodysuit in black – Hunkemöller | Copryright picture links: WOWwatchers
Ghent: Belgium’s First Store with the New Concept
Located in the city center, the Ghent store spans over 150m² and is the first in Belgium to bring Hunkemöller’s new retail vision to life. The concept creates an inviting and tranquil environment where personal service and customer experience are at the forefront. Modern, light-filled spaces and a fresh design ensure that shoppers immediately feel at home.
The revamped concept is crafted to offer a premium yet accessible shopping experience, perfectly attuned to the needs of today’s customer. Staff have undergone extensive training to provide every visitor with expert guidance in finding the perfect fit.
Four Strategic Pillars of Transformation
The Ghent opening reflects the four strategic pillars underpinning Hunkemöller’s transformation:
- A renewed store concept offering a relaxing and inspiring shopping experience.
- Focus on core markets and growth both inside and outside Europe, aiming to reach a broader audience.
- An upgraded product portfolio addressing the diverse needs of modern women, with a strong emphasis on quality and affordability.
- A new brand identity, webshop, and app that seamlessly connect the customer journey online and offline
A New Chapter for Hunkemöller in Belgium
With the opening of the Ghent store, Hunkemöller takes a significant step toward its ambition to become the most trusted and preferred lingerie brand for women worldwide. The store offers a preview of what customers can expect in the future: the perfect combination of innovation, style, and personal attention. Hunkemöller’s transformation is not just about aesthetics — it’s about creating a premium, inclusive, and inspiring environment for every woman, at every stage of her life.
