New partnership will accelerate Hunkemöller’s omnichannel growth strategy
Leading European lingerie brand Hunkemöller announced that an agreement has been reached for the sale of the company to leading Dutch investors.
Global investment firm Carlyle, an existing shareholder, will reinvest in a minority stake. The new investors have an established track record in developing retail and e-commerce consumer goods brands and are ideally suited to support Hunkemöller’s strategic ambitions. Amongst the investors are Parcom, a Dutch investment company, and Opportunity Partners, the investment company of Dutch entrepreneur Robert van der Wallen. The terms of the transaction are not disclosed.
The Board of Hunkemöller believes that the new partnership will accelerate the company’s continued omni-channel growth strategy. Hunkemöller plans to further build on its loyal member base by investing in technology and introducing its loyalty program in new markets, thereby improving the online customer experience. The store footprint will continue to have an essential role in customer inspiration and experience and will become increasingly important for the last-mile delivery of online orders. In addition, the company plans to expand its offering through third-party marketplaces with both new e-commerce partners and with existing partners About You, Zalando, and ASOS.
Hunkemöller has a clearly defined, unique product signature which has enabled the brand to distinguish itself in the market, with 97% of products designed by an international all-female design team, and a data-driven process to validate design and pricing. The company focuses on offering an inclusive product range with 67 different bra sizes, ensuring Hunkemöller’s products fit a wide range of body types. In the coming years, the company intends to further act on its sustainability goals, including the use of sustainably sourced materials through its “Together Tomorrow” program.
Since Carlyle’s acquisition of the company in 2016, Hunkemöller further developed its omnichannel suite of services for its customers, quadrupling its omnichannel business to 35% of sales. The company has also expanded its physical footprint, transforming stores into omnichannel fulfillment centers. Additionally, Hunkemöller created a new division focusing on increasing digital sales through third-party platforms. This helped to grow the business and brand presence outside of existing markets, resulting in total sales growth to an expected €690 million in 2022 from €400 million in 2016.