Hunkemoller Expands Stores Across Major Chinese Cities in 2024

If you're into lingerie that blends European elegance with everyday comfort, you’ve probably heard of Hunkemoller. But here’s the real tea: 2024 is *the* year this Dutch powerhouse goes all-in on China. I’ve been tracking their moves from store openings to customer feedback, and let me tell you — they’re not just opening stores, they’re building a lifestyle brand right before our eyes.

Having followed the intimate apparel market for over five years, I can confidently say Hunkemoller’s expansion strategy in China is smarter than your average fast-fashion drop. They’re targeting major cities with high disposable incomes and a growing appetite for premium undergarments — think Shanghai, Beijing, Chengdu, and Shenzhen. By the end of 2024, they plan to operate over 60 stores nationwide, up from just 35 at the end of 2023. That’s a massive 71% increase in footprint!

But why does this matter to you? Simple: more stores mean better access to quality fits, personalized services, and exclusive collections previously only available online. And trust me, once you’ve had a professional bra fitting at one of their new flagship stores, you’ll never go back to guessing your size on Amazon.

Where Is Hunkemoller Opening New Stores?

To help you stay ahead, here’s a breakdown of their 2024 expansion by city:

Notice how Chengdu stands out with a 100% growth rate? That’s no accident. Western China’s rising middle class is embracing international brands, and Hunkemoller is capitalizing on it hard.

What Makes These Stores Different?

These aren’t just retail spaces — they’re experience hubs. Most new locations feature:

• Private fitting rooms with multilingual staff
• Extended size ranges (up to G cup in select styles)
• In-store styling consultations
• Loyalty program sign-up bonuses

From my own fitting session in Shanghai last month, I can confirm: their bra fit accuracy is top-tier. Using both measurements and visual assessment, the consultant adjusted my usual size — and wow, did it make a difference. No more digging straps or gapping cups.

The Bigger Picture: Why Hunkemoller Believes in China

According to Euromonitor, China’s lingerie market will hit $18.3 billion by 2025, with premium segment growth outpacing mass-market by nearly 2:1. Hunkemoller isn’t chasing volume — they’re chasing value. Their average price point sits around ¥399 per bra, positioning them between Uniqlo and Victoria’s Secret Pink.

Bottom line? If you care about fit, fabric, and feeling good daily, keep an eye on Hunkemoller’s new openings. Whether you're in it for the minimalist designs or the cult-favorite t-shirt bras, now’s the perfect time to visit a store near you.