European lingerie brand Hunkemoller opens its first store in India

Europe's premium Dutch lingerie brand, Hunkemoller, opens its first ever store in India with a 790 sq ft premium category store at Delhi's DLF Promenade mall. With Reliance Industries Ltd as their brand partner in India, the brand already has presence in 19 countries through 700 stores. The merchandise line of the brand includes lingerie, nightwear, hosiery, swimwear, beauty products and accessories.

All over the world, the brand follows three design concepts - premium, flagship and sexy. Premium store design is categorised section-wise and while'sexy' concept uses lot of black and bold colours. The brand has been constantly upgrading their store design concept and visual merchandising globally for the last 4-5 years. Visplay and Reliance project team have been responsible for most of the fixtures of the India store which has  been developed with stringent guidelines from the brand, while the mannequins with the signature bows have been brought from Europe. As one walks into the store, the fashion section is kept at the entry followed up by Sylvie collection (dedicated to the brand ambassador of the brand who was also present at the store launch), cotton & generic collection, noir collection and basic collection. The store design follows a unique concept in lingerie store design with the fashion collection showcased before the basic unlike vice versa. The store also has a digital display at the back of the cash counter and stands of small knickknacks around.

The brand plans to open 6 more stores in coming year. The second Hunkemoller store is coming up at Gurgaon's Ambience mall while the other two are slated to open at R City mall in Mumbai and VR Mall in Bangalore.