Hunkemoller's HKMX opens first Dutch store at Hoog Catharijne mall

By

Shomara Roosblad

Published
Jan 29, 2018

On Friday 26 January Hunkemöller’s HKMX sportswear unveiled its first Dutch standalone store. The shop is located at the Hoog Catharijne mall in Utrecht. The mall is also home to Bershka, C&A, Hema, H&M and Parfois, amongst others.

The 94m2 shop features a separate wall, which is dedicated to the sports bra. Shoppers are able to search for the perfect-fitting bra by using an interactive touch screen featured on the wall. It is also possible to order online while at the store via a mobile POS system.

The store concept was developed by Storeage in collaboration with Hunkemöller's global retail experience manager Britta Hall, and is designed to reflect the HKMX brand.

Hunkemöller commented in a press release: “We designed the store with ‘Shero’ - our most important female customer - in mind. The HKMX collection as well as the store exude design, but with a sporty twist and authentic details. Our omni-channel expertise is integrated into elements such as a mobile POS system. A special scent and appropriate music create an energetic vibe and an enjoyable shopping experience.”

Hunkemöller launched HKMX sportswear in 2015. In 2016 the retailer recorded a turnover of €20 million for its sports formula. In the coming five years Hunkemöller aims to open 50 HKMX sportswear standalone stores. In April 2017 HKMX opened its first brand store in Berlin.