Hunkemöller expanding presence in the ME lingerie market

RetailME Bureau

Hunkemöller, Dutch premium lingerie brand, has established presence in Dubai setting up its store at the Persia court of Ibn Battuta Mall. The brand collections are being exclusively distributed in the Middle East by the Jawad Business Group.

The Netherlands forms a huge 40% of the brand’s sale, while Germany closely follows behind with a rather large 30% market share. The large following of the brand has pushed it to expanding reach and penetrating further into different countries. It is now poised to take on the Middle East lingerie market with stores already set up in Kuwait, Bahrain, Saudi Arabia and the UAE. It has developed a multi-channel strategy for expanding its operations through new stores, shop-in-shops, e-commerce and international franchising.

Hunkemöller’s product range includes lingerie, nightwear, swimsuits, hosiery, beauty products and accessories. The collection is designed by the brand’s talented in-house design team who are dedicated to bringing bold and demure designs to match the everyday woman’s passion for all things beautiful.