Hunkemöller's New Flagship in Cologne is the Brand's Biggest Yet
Katherine Pendrill — March 6, 2017 — Fashion
Last winter, the Dutch lingerie brand Hunkemöller opened its biggest flagship yet in Cologne, Germany. The sprawling store not only features bras and underwear in every size and style, but it also includes cozy sleepwear and bedroom accessories.
The new Hunkemöller flagship store is located on Hohe Straße, which is one of the trendiest shopping streets in the old town of Cologne. The store itself spans an impressive 465 square meters and stands at two stories tall. The store is filled with all of the brand's signature collections including the Private Collection, Noir and the sportswear line, among others. The products available also go beyond the basic selection of bras and underwear, with socks, blankets, bedding and even cosmetics available for purchase.
The new Hunkemöller flagship store is located on Hohe Straße, which is one of the trendiest shopping streets in the old town of Cologne. The store itself spans an impressive 465 square meters and stands at two stories tall. The store is filled with all of the brand's signature collections including the Private Collection, Noir and the sportswear line, among others. The products available also go beyond the basic selection of bras and underwear, with socks, blankets, bedding and even cosmetics available for purchase.
Trend Themes
1. Large-scale Retail Flagships - Expanding flagship retail locations to include an extensive selection of product lines provides an opportunity to drive sales and enhance customer experiences.
2. Diversified Product Lines - Expanding the product mix to include complementary products, such as sleepwear and bedroom accessories, could disrupt existing retail categories.
3. Hyper-localized Store Design - Integrating local elements into large-scale store designs can create unique and personalized experiences for customers, possibly increasing customer loyalty.
Industry Implications
1. Retail - The retail industry has an opportunity to expand beyond traditional product offerings and reimagine store design to create unique customer experiences.
2. Lingerie - By expanding product lines to include additional items, lingerie companies can carve out new niches and create differentiated value propositions.
3. Home Goods - The inclusion of home goods in retail stores can create additional revenue streams and provide customers with a more holistic shopping experience.
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