Hunkemoller’s debut store sees 30 percent higher than expected footfalls

European luxury lingerie wear Hunkemoller has opened its flagship store in New Delhi. Spread out on a 790 square feet area, the store provides a mix of cotton, satin, lace lingerie; nightwear, garters, swimwear, night-time fluffy socks, make-up pouches, bathroom slippers among a host of other items. The designs are playful feminine, various cuts and colours such as red, neon, pink, black and navy blue. The store has five trained girls who can help customers with perfect fit inner wear. As per India business head Puneet Behal footfalls at the brand's first store on opening day were 30 per cent higher than the company's expectations, Behal claimed they are trending at close to 40 per cent in terms of conversion, which is fairly healthy for a mall store.

The fittings are based on features such as fullness, spacing and measurement. A professional from the brand with seven years of rich experience flew down from Amsterdam to provide first hand training so that customers could find their perfect bra fittings.

The brand, which has opened at the DLF Promenade, has a strong presence in the European market. The brand is targeting having four stores running by the end of this financial year. Behal says, they will open two more outlets in the National Capital Region in the next two months and will be launching an outlet in Bangalore within this time. The company is looking at malls in Mumbai, Pune, Kolkata and Chennai as well to open stores but hasn't finalised any yet.

Meanwhile Dinaz Madhukar, Senior VP and Mall Head, DLF Promenade and Emporio, hopes that customers will like wide variety that the brand has to offer. She says that by adding Hunkemoller to their portfolio is a step towards providing customers with the ‘next best in fashion’.

Hunkemoller was founded in Amsterdam, The Netherlands, in 1886. Today, it has spread to 18 countries and islands including Bahrain, Egypt, Morocco, Aruba, Curacao, Oman, Saudi Arabia, United Arab Emirates (UAE), Netherlands, Germany, Denmark, Belgium, Austria and France.

The brand has come to India through a franchise agreement with Reliance Brand.