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~ ChannelEngine ~

HUNKEMÖLLER:

“CUSTOMER

LOYALTY IS WORTH

MORE THAN GOLD”

Text: Sanne Leenders // Photos: Hunkemöller

Founded in 1886, Hunkemöller has become Europe’s leading and
fastest-growing lingerie brand in nineteen countries, with state-
of-the-art webshops and over 900 stores acting as multi-sensory
shopping experiences and digital hubs. As the company looks
beyond 2020 and with a renewed strategy for post-COVID digital
acceleration, they remain confident and ambitious to grow their
brand, people and business. We spoke with Daniel Gonzalez Docal,

Head of Wholesale and Alliances at Hunkemöller, to talk about
their investment in digital, customer experience, cross-border
ambitions, and Hunkemöller’s next steps in their brand journey.

Hunkemöller is a true omnichannel brand, and Mountford. Philip became the CEO in 2009, and ever since
it has always been this way. We started selling then, we have been able to expand our physical presence to
“our products online back in 2003. Our market- approximately 900 stores across the globe.”
leading approach to omnichannel retail has given
our customers the widest choice of ways to shop. “Hunkemöller is a globally oriented brand, but we understand
This strategy has made every physical store a digital the importance of catering to regional preferences like no
hub. Our stores attract customers to browse our other. Our main objective is to offer all our customers a
collections showroom-style and use our range of seamless experience. However, selling our products in China,
omnichannel services, such as click-and-collect, for example, turned out to be quite a challenge. Someone who
return in-store and availability in-store, creating a is Chinese will already have a hard time even pronouncing
seamless integration between offline and online,” or reading our brand name, let alone be triggered to buy
says Daniel. a product from us among the tremendous amount of
competition. We tried to overcome this by promoting our
Opening 900 stores across the globe brand and products as much as possible with the help of our
“In 1886, we started our journey with our first physical partners, and since the social commerce in China is so big, it
store in the Netherlands, and in 1987, we opened our first was truly the main focus of getting our brand out there. We
physical store in Germany, which was followed by France and were able to get into those social circles in China, and then
Denmark in 2001. One of the main driving forces behind we got them on our partners’ platform by showing them, with
our cross-border expansion is our current CEO, Philip the correct banners and storytelling, the products we have,”

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