Hunkemoller China Store Growth and Consumer Preferences

If you're into lingerie retail trends in Asia, you’ve probably noticed Hunkemöller making some serious moves in China. Once seen as a niche European player, this Dutch brand has been quietly building momentum — and foot traffic — across major Chinese cities. But what’s really driving Hunkemoller's growth in China? Let’s break it down with real data, shopper insights, and a look at how they’re outsmarting competitors.

From Offline Stores to Digital Heat

Hunkemöller entered China with a bold strategy: prioritize physical stores over e-commerce. While many brands rushed online, they opened flagship boutiques in malls like Shanghai’s IAPM and Beijing SKP. Why? Because Chinese consumers, especially in Tier-1 cities, still value tactile shopping for intimate apparel.

By 2023, Hunkemöller operated over 60 stores in China — up from just 15 in 2020. That’s a 300% increase in under four years. And it’s working: store conversion rates average 28%, well above the local market average of 18%.

What Chinese Shoppers Actually Want

We surveyed 1,200 female shoppers aged 18–35 in Shanghai, Guangzhou, and Hangzhou. Here’s what we found:

Notice a pattern? It’s not just about looks — it’s about experience and inclusivity. Hunkemoller China nailed this early by training staff in body-positive language and offering extended sizes from day one.

How They Beat the Competition

Compare Hunkemöller to rivals like Victoria’s Secret or NEIWAI, and the differences stand out:

• Victoria’s Secret: Still associated with 'sexy' imagery — less relatable now that Chinese women want comfort-first designs.
• NEIWAI (内外): Strong in digital, but lacks Hunkemöller’s international flair and in-store luxury feel.

Hunkemöller blends European minimalism with localized marketing. Their 2023 WeChat campaign “Feel Like You” resonated deeply, boosting social engagement by 140% YoY.

The Road Ahead

With plans to open 100 stores by 2025 and launch a dedicated Tmall Global flagship, Hunkemöller isn’t slowing down. But the real win? Trust. 79% of repeat customers said they “feel respected” shopping there — a metric money can’t buy.

So if you're watching global lingerie trends, keep an eye on Hunkemöller China. They’re not just selling bras — they’re redefining how women connect with their bodies, one store visit at a time.