To cheer up the lingerie market in new year 2016, the Dutch lingerie brand Hunkemoller launched its flagship store in India in December. The 130 year old brand entered India around May – June 2015 in alliance with Reliance Brand Limited as its franchisee partner. Now, with in half a year’s time, the collaboration has resulted into Hunkemoller’s first store in India, placed in DLF Promenade Mall, New Delhi over 790 sq. ft. The brand promises four more store by the end of this fiscal year, that is by March 2016. Two stores are planned to be set up in Noida and Gurgaon in couple of coming months with in approximate area of 1250-1300 sq ft for each, where as one store in Bangalore with in the same period.
“In existing malls, it’s difficult to come up with good space and we’re very selective about the location that we choose,” said business head Puneet Behal. Footfalls at the brand’s first store on opening day were 30 per cent higher than the company’s expectations, Behal claimed. “We are trending at close to 40 per cent in terms of conversion, which is fairly healthy for a mall store.”
Hunkemoller store instils wide array of feminine lingerie, swimwear, hosiery, garter, nightwear collection in cotton, satin, lace and in varied designs, cuts and colours. They also provide accessories such a make up pouches, night time fluffy socks and bedroom slippers. The collection is fabricated by the brand’s in-house designers. The store would be assisted by five well trained saleswomen to help shoppers in fitting at the store. The fitting test at Hunkemoller would have three features such as fullness, spacing and measurement. These details will be matched with four main bra shapes such as Balcony for lift and comfort, Demi cup to enhance the cleavage, full cups for full coverage and plume for cleavage lift.
Dinaz Madhukar, the Senior Vice President and mall head of DLF Promenade and Emporio commented on Hunkemoller’s brand presence “The brand has a strong market base in Europe and we are sure our customers will be charmed by their exciting merchandise. Further DLF Promenade always ensures that patrons get the next best moment in fashion..adding Hunkemoller to our already existing brand portfolio is a step in this direction. The Netherlands based brand is currently present across 18 countries including UAE, Bahrain, Egypt, Oman, Germany, Denmark France and more.
