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~ ChannelEngine ~

Daniel continues. sustainable products. Together Tomorrow is the name we
created to unite our activities that look after our planet
“The first few years of entering a new market will mainly and its people. Through a value-based approach, we want
consist of investing and ensuring that loyalty is earned from to create a sustainable foundation for our business and
the customers. From that point on, a brand will start seeing empower employees and stakeholders to make active
its growth increase and create a profitable business within and conscious decisions. We strive to be responsible and
the new market. The revenue growth in a brand new market inclusive by enabling fair working conditions and act in an
will not happen overnight, and there might not initially be environmentally sound manner to promote a more sustainable
any demand for the products at all. Luckily, Hunkemöller world for today and future generations.”
has over 1300 per quarter inclusive and affordable products
within seven different categories, which makes it very easy “Currently, we are already using recycled polyester, recycled
for us to offer different kinds of products in different markets nylon, cotton sourced as BCI cotton and Ecovero (Sustainable
and cater to the demands of all of our partners and customers. Viscose). Our objective is to have 35% of our products
Ultimately, this has led to our brand being quite successful in sourced with a sustainable material or component by 2024.”
almost all of the markets we enter.”
Expanding our marketplace business
Customer loyalty is decreasing “Back in 2011, we made the decision to start selling on
“Nowadays, earning loyalty from customers is worth more other online platforms, such as Zalando and Wehkamp, in
than gold because loyalty seems to be decreasing because addition to our own website. However, a marketplace, for
of the huge amount of competition online and offline. example, Zalando Partner Program, cannot include all of our
“CONSUMERS CAN
Consumers can shop 1300 articles in
everywhere and buy wholesale and with
anything they want. the high return
Our vision is to create rate in Germany,
SHOP EVERYWHERE
a highly inspiring and we were not very
inclusive brand with a profitable on their
seamless omnichannel platform. Thus,
customer experience, together with my
AND BUY ANYTHING
and that should earn team, we decided
the loyalty of our wide to improve the
and diverse customer profitability of the
base,” Daniel explains. partner program.
THEY WANT. ” Ultimately, we
“The customer were able to
journey starts with double the low
the first impressions profitability of the
and inspirations our partnership within
customers receive from our online and social media platforms two months, just by putting in certain metrics and product
and our beautiful stores, and it “ends” with an optimal last- management solutions. As soon as we had all of that under
mile and delivering a quality product. Our core value is to control, it was necessary to onboard new partners to expand
deliver world-class Hunkemöller service to every single one our marketplace business, and we met with ChannelEngine.”
of our sheroes – our customers. Moreover, we also aspire to
surprise our customers at the right moment by inviting them “After meeting with ChannelEngine, we immediately realised
to new events or collaborations. For example, we recently that they were the perfect partner for us because they were
collaborated with NA-KD – a fast-growing clothing brand – very enthusiastic about our roadmap and proved to be just
where we introduced products that were a bit different from as ambitious as us when it comes to accelerating growth. In
our own assortment but were still very much on-brand for us. the end, it was the people element that convinced us to start
Ultimately, we were able to truly surprise our customers with a partnership with them. Their service is solid, they integrate
these certain collaborations and earn their loyalty. Currently, partners, they do everything they can to provide a smooth
we have a total of 4.7 million active members within our and fast integration no matter what our IT challenges are.
network, and approximately 70-80% of our sales are from Moreover, they also helped us to form partnerships with
these loyal members.” marketplaces that they themselves did not have a partnership
with yet, which showed their dedication.”
A sustainability initiative
“Sustainability has also become a very important aspect Daniel continues: “Furthermore, we have been able to expand
online and offline since many consumers truly expect our third-party business quite a bit since I first began working

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