Hunkemöller Expansion: 1000 shops in 2012!
17-11-2008
The international lingerie retailer Hunkemöller is expanding on a large scale. Recently, the lingerie chain opened its 400th shop. The next 600 shops are planned to open over the course of the coming 5 years. First of all in Russia, where under the name Bodique Hunkemöller opened its doors in April. The expansion of Hunkemöller is a combination of its own shops and cooperation with franchise partners. Hunkemöller will enter a new country every year with its own shops and a further three new countries through international franchises.
Russia
In Russia, a contract has been signed with the master franchise partner Maratex. In addition to Russia, Maratex also operates in the Ukraine and Kazakhstan, where shops will also be opened. This partner already has a great deal of experience with various other international fashion labels. And from now, with Bodique too, the brand under which Hunkemöller is opening its new shops abroad. Hunkemöller has signed a contract to open no fewer than 200 shops in the coming 10 years. The first Bodique shop was opened on 16 April 2008 in Ryazan, Russia, where it will be followed this month by a further two shops.
Eastern Europe
Hunkemöller has also concluded a franchise partnership with the Empik Media & Fashion Group (EM&F). This group is active in Poland, the Czech Republic, Slovakia and Romania. Over the next 10 years, 80 Bodique shops will be opened in these countries.
Direct management
New shops will not only be opened through franchise cooperation but Hunkemöller will also be expanding considerably onto both new and existing markets under direct management. The plan for the coming 5 years is to open 50 new shops under direct management every year. On 23 April 2008, the 1st Bodique shop was opened in Madrid, bringing the total number of shops in Spain to 4. This summer, Bodique will also be introduced in Austria, a new market for the lingerie chain.
Strategy
The expansion is part of Hunkemöller’s 5-year plan. The lingerie chain aims to open 600 shops over the next 5 years. This global expansion of Hunkemöller is in line with its ambition to achieve retail leadership, to become a global player and to become one of the top-3 lingerie brands in every country in which it is established.
Bodique: the shop
The international lingerie chain is known for its excellent, expansive collection and extremely good price-quality ratio. Moreover, through its shops design, shopping at Bodique is a true shopping experience. Bodique continues to respond to the needs of its customers by constantly translating these needs into shop concepts.
Bodique: the collection
The Bodique collection consists of a broad, high-fashion range and basic lingerie items, lingerie, underwear, nightwear and swimwear. The collection distinguishes itself by the high quality it offers against a competitive price. Bodique also sells accessories like jewellery, sunglasses, slippers and cosmetics. In order to continue to surprise its customers, every fortnight the shops have a different theme. In this way, Bodique can always respond swiftly to the latest trends.