HUNKEMOELLER: new store concept introduced in Germany
NETHERLANDS-based lingerie chain Hunkemöller opened a new outlet in Düsseldorf that marks the introduction in Germany of a novel concept already being applied to Dutch stores. The decoration of the new 250m2 store aims to reproduce the ambiance of an upper class city dwelling, with black, white and pink as dominant colours. The selling space is divided into separate rooms that house different lines within the collection. Other features include a Touch Table that allows interactive presentation of the assortment, changing rooms with special lighting effects and a Sexy Shape Bar that provides an overview of the different bra shapes on offer.
Besides providing an appropriate environment, the store attempts to create an atmosphere that dispels the uncomfortable feeling experienced by many women when shopping for innerwear.