OUR BRAND JOURNEY - Published 2019 - Hunkemöller Corporate Information
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OUR BRAND JOURNEY
2019
Published 2019 •1•
•2•
contents
We’re Hunkemöller and our journey continues
Part 1 – Our journey so far
We’re Hunkemöller 7
Meet our Team 10
Meet our Shero 14
Shero Fact File 16
Diversity 18
Designing for our Shero 20
CSR (working title) 22
Meet our Sub-Brands 27
Our Collaborations 32
Meet Doutzen 33
Meet our Bloggers and Vloggers 34
Designing a Lifestyle Destination for our HKMX Customers 36
Designing the Perfect Stores for our Shero 38
Europe and Beyond 40
Designing the Perfect Omni-Channel Journey 42
Creating the Perfect Customer Journey 44
Designing our Marketing to Make her Fall in Love with us 47
Our People 50
World-Class Merchandising 53
Annual Fashion Show 54
Part 2 – Our journey continues
What the Future looks like at Hunkemöller 58
CSR (working title) 60
Designing Products that Continue to Inspire Her 63
A Brand for Every Woman 65
How We’ll Grow and Create Exciting New Stores 66
Creating Awareness, Engaging with our Shero and Building Loyalty 68
An Ever-Changing Omni-Channel Business 70
The Future for our People 72
What’s in Place to Support our Growth 74
Contacts for Further Information 76
•3•
part 1
our journey so far
•4•
•5•
•6•
we’re
hunkemöller
and our journey continues
Hunkemöller’s growth strategy continues with channel customer journey, but also integrating
its key focus on providing its Shero with inspiring our Member app, and Member Card into all of our
environments, exceptional World Class Service, and transactions. This data allows us to build a stronger
all of this driven by design-led product strategy. relationship with our Sheroes and stimulate them in
We now have over 900 stores in 19 countries, we a way that is relevant to their needs and desires.
opened 110 new stores in 2018 and our vision for Building a brand that is truly social is a key part of
the next five years is to operate in more than 1150, our current and future strategy. We fully embrace
spread across the globe. social media when engaging with our Shero and
This year we became market leader in Germany, have created an internal culture that encourages all
the Netherlands, Belgium and Luxembourg, and in of our employees to become really active across the
Austria, Denmark, Sweden, Spain and France we digital landscape.
are getting bigger and bigger. We have entered In order for all of this to happen, we need to
Norway, Poland and Russia in 2018 and we continue our strategy of hiring for attitude and
entered China in 2019. training for skill in order for us to deliver exceptional
Hunkemöller is a much-loved global and social product, services and environment. In terms of
brand, and this has been rewarded by being voted developing our teams, we are also best in class with
by our Sheroes as No 1 lingerie brand in Germany, training, development, succession planning and
the Netherlands, Belgium, France and Spain. new technology, which is at
In addition, we also won Europe’s Best Omni- the forefront of recruitment
Channel Retailer and Multi-Channel Retailer. Our and retention strategy.
management team won Best Retail Management Great people power great
Team for the Netherlands and two of our directors brands.
have won Best in Class awards. We’ve also won
Dutch marketing company of the year.
Our vision is to make Hunkemöller the first choice
for women in Europe with our whole focus being on
designing our vision and strategy around our Shero.
This strategy is focused on providing products that
inspires her and fulfills all of her lingerie needs
and desires.
Technology is now a key driver to delivering our
Philip Mountford
vision, not only in terms of creating the best omni-
C.E.O.
•7•
we’re
We’re Europe’s fastest-growing lingerie brand with over
900 stores in 19 countries.
Our customers are attracted by our distinct brand
handwriting, coupled with our broad fashion appeal.
hunkemöller We’re growing rapidly and always evolving to ensure we
excite and entice our customers every time.
Our vision is to make Hunkemöller the first choice
for women across Europe by offering a combination
of market-leading, design-led products; an inspiring
customer journey; passionate staff delivering world class
service; and clever use of new technology, inspiring
marketing and social media to build
lifetime loyalty.
•8•
key milestones in our history
1886 Founded
We open our
1986 100th store.
We open our 1st store in
1987 Germany.
We open our first stores
2001 in Denmark and France.
Online operations
2003 launched in the
Netherlands.
Began opening
2005 international franchise
stores.
We open our first store in
2007 Spain.
Philip Mountford joins as
C.E.O.
2009 Online operations
introduced in Germany.
Our Vision Launched our Bow
We always stay in touch with our customers, offering 2010 Concept stores.
passionate service and sexy products in an inspiring and
fun environment!
2011 500th Store opens.
Our Values 2012 We open our first store in
Sweden.
In touch
We opened our
700th store.
2015 Digital employee training
Fun
launched.
We open our 800th store.
Inspiring
2016 We started our
collaboration
with Doutzen Kroes.
Sexy 2017 Opened our first store in
Switzerland
Passionate
Reached over 900 stores.
2018 We opened our first stores
in Norway, Poland own
stores in Russia
Opened our first stores
2019 in China
•9•
executive board
Great
people
power
great Philip Mountford - CEO Vi Patel - COO
brands
• Started with Hunkemöller in April 2009 • Started with Hunkemöller in November 2009
• Former CEO of Moss Bros, MD at Versace, MD • Former Managing Director at Own Label
at Simpson, Sales and Marketing Director at London, G. Fox & Co, and Controller at Mulberry
Nautica • Holds a BA degree in Chemical Engineering
• Non-Executive Director at Riviera Maison,
Chasin-Score
meet our team • Holds a diploma in Directorship (IOD)
“I am extremely proud of
our management team who
have helped substantially
grow the business over the
last few years, both in terms
of profit, reach, turnover
and expansions in to new
territories”
Philip Mountford CEO Michael Hitchcock - CFO
• Previously CFO at LK Bennett
• Worked as CFO and latterly as CEO for Beales
plc, CFO for Moss Bros plc, and CFO for
Ottakars plc
• Qualified Chartered Accountant who started in
accountancy with Arthur Andersen in 1987
• Holds a BA in Accountancy, Finance and
Ecnomics
• 10 •trading board
Alexandra Legro Gijs van Engelen Charlotte Davies
Global Marketing and Omni-Channel Director Global Buying Director
Communications Director • Started with Hunkemöller in October 2013 • Started with Hunkemöller in March 2015
• Started with Hunkemöller in January 2014 • Former EMEA E-commerce Manager at Dell • Former Trading Director at Zulily, Product
• Held senior positions in marketing and • Holds a BA degree in E-commerce Director for Irisa Group and Head of Buying of
communications at Mars, Mattel and Sara Lee, Girlswear at Marks and Spencer
and is a former Marketing Director at Pearle • Holds a BA degree in Business Studies
Benelux
• Holds a BA degree in Business Administration
and Marketing
Nick Bailey Anne Jaakke Andrew Lane
Global Merchandising, Planning and Global HR Director Global Design Director
Distribution Director • Started with Hunkemöller in August 2014 • Started with Huhnkemoller in May 2019
• Started with Hunkemöller in June 2016 • Former HR Director at Fitness First Australia • Former Head of Creative Deisgn for Triumph
Japan
• Former Director of Merchandising, Supply, & Fitness First Europe and Global Head of
International and Sourcing at George@Asda, Learning & Development at Whitbread plc.
• Holds a BA in Fashion Design from the Fasion
Institue of Technology in NYC
Director of Merchandising and Business • Holds an International Coaching Federation
Transformation at Gap Inc. and Head of accreditation in Executive and Organisational
Merchandising at Marks and Spencer Coaching
• Holds a BA degree in Retail Marketing • Holds a BA degree in Business Administration
• 11 •directors heads
Ronald Koenecke - Director of Finance Marcel Guldemond - Head of Logistics
• Started with Hunkemöller in July 2012 • Started with Hunkemöller in 2012
• Former Group Manager of Accounting at • Former Global Logistics Director at Mexx,
Booking.com and Group Manager of Reporting & European Distribution Centre Manager at
Accounting Policies at Heineken International Oakley Inc.
• Certified Public Auditor, with an MA degree & post- • Holds a BA degree in Chemistry
Masters accountancy qualifications
Marc van Maris - Director of Strategy, Karen Hobson - Head of Buying
Business Development & Expansion • Started with Hunkemöller April 2016
• Started with Hunkemöller in July 2005 • Former Senior Buyer at Dunnes Stores, Primark &
• Former Business Consultant at Ordina Marks and Spencer.
• Holds an MA degree in Accountancy and a BA • Holds a B.A Degree of Arts and a Graduate
degree in Economics Diploma in Business Studies
Gordon Smit- Director of IT Marco van der Hulst - Head of Omni-Channel
• Started in Hunkemoller in July 2019 • Re-started with Hunkemöller in June 2016
• Former IT Manager at Maxeda DIY group • Former Online Director at McGregor Fashion
• Holds a degree in Retail Leadership at Vlerick Group, internal career steps within Hunkemöller
Business School E-commerce Department
• Holds a BA degree in Industrial Engineering
Manja Wermelskirchen - Managing Director Nick Rankine - Merchandise Manager
DACH & Poland
• Joined Hunkemoller in October 2019.
• Started with Hunkemöller in March 2001 • Former Head of Merchandising for WE Fashion BV.
• Former Regional Store Manager at Stephen Kelian • Holds a BSc Degree in Economics
• Holds an MA degree in History of Art, Archaeology
& German Language
• 12 •heads expansion
Peter Au - General Manager China Michaela Liegel - Head of Real Estate &
• Started with Hunkemöller in October 2018 Expansion DACH-P
• Former CEO of King Baby Jewellery Greater China
• Started with Hunkemöller in August 2014
and Regional Head of G-Star Raw Asia
• Former employers German highstreet broker
• Holds a BA degree in Commerce
Lührmann, Cushman & Wakefield and Kemper’s
• Holds a BA degree in Real Estate
(Diplom-Betriebswirtin)
Mónica Cantor - Head of Retail Spain Olivier Waaijer - Manager International Expan-
• Started with Hunkemöller in November 2008 as sion & Real Estate
Regional Manager
• Started with Hunkemöller in October 2016
• Former Store Manager at MUSGO • Former Leasing Manager Unibail-Rodamco
• Holds a Masters degree in Marketing, Distribution • Holds a Master degree in Finance & Investments
and Retail
Eric den Dulk - Head of International Business
Management
• Started with Hunkemöller in 2006
• Internal career steps within Hunkemöller’s sales
department
• Pre-university secondary education
Katja Kupke - Head of Retail Germany
• Started with Hunkemöller in 1997. Took several
career steps within Hunkemöller: Shopmanager,
Visual Merchandiser, Regional Manager, Head of
Retail
• Head of Retail since March 2016
• Management training within Hunkemöller
Rosmarie Rotter - Head of Retail
Austria & Switzerland
• Started with Hunkemöller in October 2011
• Former Regional Manager at Esprit
• Holds an MA degree in Business and Economics
Mikhail Landyshev - Head of Retail
Russia
• Started with Hunkemöller in October 2011
• Former Regional Manager at Esprit
• Holds an MA degree in Business and
Economics
• 13 •meet our shero • 14 •
Our Shero is at the heart of everything we do. She helps us focus on delivering the right communication and
services to our customers. She keeps us consistent, so we always make sure we take the time to regularly
check in with what our customers need.
So, who is she? In short, she’s our muse. A character we created out of everything we know about our target
market. Here’s what we know about her:
‘Be your most
beautiful self’
This is the mantra for our Shero. She’s 100% in touch with herself, she’s fun and positive and lives her life
to the fullest. She’s health conscious and enjoys her social life but equally values her ‘me time’. She’s a real
‘Millenial’ and ‘Generation Z’ and is always online, waking up with her smartphone in her hand. She’s always
up to date with what’s happening on Facebook, Instagram, Pinterest, WhatsApp, YouTube, Snapchat and
Twitter. She shops in the city but also online and loves fashion. She values quality over quantity and is loyal
to the brands that give her a great shopping experience both in terms of product and service. She responds
better to messages from real people rather than real companies, and social media is a key way for her to find
information.
• 15 •SHERO
fact
file career woman
She’s in her late twenties and is
in a relationship
She lives with her boyfriend in a
building a solid career. metropolitan city.
loves her smartphone active on social media online shopping
50% of Sheros shop on a mobile She spends on average 1.5 hours She loves online shopping and
phone. The average number of apps a day on social media. She has an often checks online before visiting a
on her phone is 30. average of 400 Facebook friends. Hunkemöller store.
• 16 •loves summer and the beach health and beauty conscious follower of fashion
She loves to travel. Preferably beach The Shero’s favourite sports and She loves fashion and keeps an eye
holidays. activities are yoga, fitness, running, out for the latest trends.
dancing, tennis and hockey. She
owns on average 5 sport bras.
loves lingerie active social life seeks inspiration
She owns on average 16 bras, four of She loves spending time with her She looks for inspiration on the
which she wears regularly. boyfriend and friends, but also internet, regularly visiting blogs,
appreciates time to herself. magazines and Instagram.
• 17 •Diversity
Products for different skin tones
Gender equality is one of the fundamental human rights and for Hunkemöller female
empowerment is a must to ensure global development and economic growth. The majority of our
employees, customers and the textile workers who produce our garments
are female, and it therefore comes naturally as a focus area. As an international lingerie company
in a global market, we see diversity as one of our important competitive advantages. By using our
employees’ unique competencies and experiences, we can increase creativity and deliver growth
and desirable results.
• 18 •• 19 •
designing for
our shero
• 20 •A design-led business Leading the design process from
Our team of international designers the very beginning, our designers
are passionate about creating the play a key role in developing strong,
perfect products for our Shero. They commercial yet fashionable products
travel the world to understand what for our Shero. From sub-brands to
the big trends are in fashion, lingerie, designer collaborations, our design
colour, fabric and innovation. The team have a clear goal in mind: to
international fashion shows are a establish us as the leading fashion
starting point for inspiration, but our lingerie brand and first choice for
design team understand that trends women across Europe.
can come from so many different
aspects of life. That’s why they keep
a close eye on what’s happening
in the world of music, celebrities,
festivals, social media, magazines,
Every aspect of our
but also on the street.
Every aspect of our products
products is carefully
is carefully considered and
reconsidered, from the initial
considered and
design right through to the fabrics,
components and of course the
reconsidered.
all-important details that really
make the difference to the finished
garment.
• 21 •CSR • 22 •
Our Memberships
We are proud to be members or and / or work with:
The Bangladesh ACCORD - Fire and building safety
BSCI / Amfori - Trade with purpose
IRBC - Agreements on sustainable materials
UNICEF - Child labour project
UN - Working with United Nations sustainability goals
Newlife - The charity for disabled children
Pink Ribbon - Womens breast cancer charity
Governments, unions and NGOs
Code of conduct
We are proud of our Company values and the trust we have built with our suppliers, employees
and partners. Our employees and relations should always comply with the legislation and regula-
tions of the countries in which we are active and also comply with the values and standards that
apply within Hunkemöller and which have been laid down in the Code of Conduct. This Ethical
Code of Conduct sets out the minimum standards Hunkemöller requires from all suppliers
who manufacture or procure goods or perform service for Hunkemöller.
Hunkemöller is committed to strictly comply with all applicable law, conventions and regulations.
Hunkemöller have based the requirements in this code on the following conventions:
• ILO Conventions
• OECD Guidelines for Multinational Enterprises
• United Nations’ Universal Declaration of Human Rights
• United Nations Guiding Principles on Business and Human Rights
• United Nations Global Compact
• UN’s Conventions on children’s rights and the elimination of all forms of discrimination against
women
The Hunkemöller Ethical Code of Conduct aim to attain compliance with all mentioned and other
relevant social and environmental standards
• 23 •supplier collaboration
We design, produce and sell all our own collections. The whole process from design to delivery to
our stores is managed with love from our head office in Hilversum, The Netherlands. We offer a
variety of looks and therefore we work with different suppliers across the world, each with their
own skills and talents.
Our supply chain is complex and entails different stages from farming, ginning, spinning and
weaving to sewing and transportation to our distribution centre. In some cases the suppliers own
the factories directly, in other cases they act as an agent. We aim to build long-term relationships
that benefit both sides. All our suppliers all over the world, follow the same social and environ-
mental guidelines to makesure our products are up to the standards set out in our Ethical Code of
Conduct.
We maintain a flexible supplier base across countries, with a total of 52 suppliers in the year end-
ing 31st January 2019. Our top 10 suppliers represented approximately 70% of our total buying
requirements in the year ending 31st January 2018. Our top supplier accounted for 24% of costs
of goods sold. We have long standing relationships with most of our main suppliers. This has
enabled us to build strong partnerships, leverage scale, achieve consistent quality and strengthen
our negotiating power.
working with others
to achieve more
We believe that collaborating with others will help us achieve better, faster CSR progress.
Whether that’s working with NGOs (Non governmental organisations), suppliers, industry ex-
perts or other retailers, we’re happy to share knowledge, learn and collaborate. This mindset is
driving our approach in 2020, where the thought of ‘together we can make change’ is always top
of mind. This partnership approach will extend to involving all staff and our customers to help
reduce our environmental impact.
Together we can make change.
• 24 •pink ribbon
In 2016 Hunkemöller entered into
a partnership with Pink Ribbon by
supporting the organisation financially
to help their cause of research in the
field of treatment, aftercare and
long-term effects of breast cancer.
We sell Pink Ribbon customised
products such as bracelets and
nightgowns in our physical and online
stores. The profit for each product’s
sales is donated to the Pink Ribbon
organisation.
We aim to actively encourage our
employees to support the Pink
Ribbon organisation, by offering
new employees the opportunity to
donate a small percentage of their
monthly salary to the cause and by
encouraging employees to participate
in Pink Ribbon events to raise funds in our name, such as sponsored sports events.
In collaboration with Pink Ribbon, Hunkemöller designs and sells a special bracelet that
launched for breast cancer day. Also from 2017, we have sold a Christmas bauble in our top
stores in The Netherlands, Belgium and Germany for customers to hang on their Christmas
trees. As with the bracelet, the profit will financially support Pink Ribbon.
• 25 •Sustainable materials
We are committed to improving standards in the apparel industry and through our
obligation to the Dutch Agreement of Sustainable Garments and Textiles (AGT) Our
process is varified on a yearly basis. We are committed to working with our suppliers
to solve sustainability challenges that are present within our sustainability context and
countries they produce in.
Business partners are expected to share Hunkemöller’s commitment to source materials
in an ethical, transparent and responsible manner. Materials used in goods produced for
Hunkemöller must not be derived from practices or origins which violate our principles
as defined in the Hunkemöller Material Policy, the Hunkemöller Animal Welfare Policy or
from regions with serious human right violations. Hunkemöller’s policy for materials must
be respected by our business partners and implemented throughout their supply-chain.
• 26 •meet our
sub-brands
Strictly for grown-ups, our ultra-sexy collection
of seductive lingerie pieces is made to excite
and empower our Shero. Beautiful bras and
coordinating briefs are complemented by
glamorous, super-sheer hosiery and jaw-
dropping accessories that are almost too hot to
handle.
• 27 •Our premium collection of exquisite items
across lingerie, nightwear and swimwear.
These beautifully crafted lingerie pieces
combine luxury fabrics and trims. Wearing
these items makes every occasion special.
• 28 •We want to offer our Shero the best
everyday collection, with a focus on great
fit, perfect shape, comfortable materials
and competitive prices. Always Sexy is a
wardrobe staple that is available in core
colours and sizes all year round.
• 29 •• 30 • • 30 •
sub-brand segmentation GBB/Fashionability
designer
collaborations
fashionable
blogger
Core collections
Fashionability
basic
good better best
price level
• 31 •our Collaborations
Our designer collaborations consist collaborate with influencers such
of the most fashionable trend- as bloggers and vloggers on key
driven collections. The collections trend collections, as well as having
are designed in close partnership designer ‘capsule’ collections created
with the Brand Ambassador and by our own in-house designers
Hunkemöller design team. Our to showcase the talent we have
collaborations use premium and internally through product, aimed at
exclusive fabrics, details and colours. our flagship stores.
As a social brand, we also
• 32 •Meet Doutzen – our perfect brand ambassador
We announced our exciting Her personality and her passions
collaboration with Doutzen Kroes in inspire a whole new direction for our
August 2016. Doutzen is a perfect products, our marketing and create
fit for us, she’s a true Shero and some truly unique campaigns. The
captures the essence of our brand collections we’ve designed with her
values. With an army of loyal fans are called “Doutzen’s Stories” and
on social media, she’s followed by each collection tells us a little bit
over 8 million people across the about her whether through lingerie,
world and is a top model on an swimwear or her dedicated sports
international scale. Her credibility in collection, DK 1985.
the fashion world is helping to grow
our brand.
• 33 •Charlotte Meet our Bloggers and Vloggers
Our Shero loves fashion and social media and is likely to
follow key influencers across her social channels. These
social media It-girls have real credibility with our Shero
and she trusts and respects their opinion. They’re real
people rather than big companies and she relates to this,
seeing them as a real source for fashion inspiration and
direction. We’ve teamed up with some big players in
the world of social media and collaborate with them on
collections that really capture the here and now. From
our first and oneof our most notable collaborations with
Dutch Instagram sensation, vlogger, TV host and author,
Anna Nooshin, our Anna lingerie collaboration launched
in June 2016 and in February 2017 we followed up with
an exciting new swimwear range. In 2017 we started
our collaborations with German bloggers, Caro-e and
Pamela Reif. In 2019 we welcomed Ann-Kathrin Götze;
model and wife of soccer player Mario Götze. The result
was a romantic flowery lingerie collection our Shero can’t
miss! Also in 2019 we welcomed Sem Wensveen, tennis
player and model and fashion lifestyle blogger Charlotte
De Lange to our collaborators! Look out for their work
with us during 2020.
Sem
We’ve teamed up with some big
players in the world of social
media and collaborate with them
on collections that really capture
the here and now.
• 34 •Ann Kathrin
• 35 •Designing a
lifestyle
destination
for our HKMX
customers
to shop
Being fit and healthy is important to As well as specially designed areas
our Shero. Having the right outfits within our existing stores, we’ve
to exercise in, whatever she chooses opened our first standalone stores
to do, allows her to look fashionable in Germany and The Netherlands
while she’s doing it. Working out is and will be opening more this year.
a huge part of our Shero’s lifestyle, To capture the essence of our sports
and with our HKMX collection we brand, the design of these stores
offer her a complete wardrobe to do is urban, cool, fashionable and fun
this. A great-fitting sports bra is key, whilst tailoring the digital and social
and our bra expertise allows us to aspects of the Hunkemöller brand,
give her the function she needs with (that are already so successful), to
great fashionability too. This fashion- the HKMX lifestyle.
forward collection is designed so To further strengthen the HKMX
that our Shero can create complete brand, we’re planning to build a real
outfits with the unique feminine yet community of followers by having
sexy handwriting that she expects specific sports ambassadors and
from us and that sets us apart in a hosting in-store sports classes and
very function-led market. events. Staff within these stores will
Our HKMX collection gives our Shero not only have bra expertise (that
more opportunities to shop with us comes as standard at Hunkemöller)
both in-store and online and also but will be trained to be true sports
attracts new customers to the brand experts, able to offer advice on the
as a whole. Having a strong HKMX perfect workout wardrobe.
collection shows our versatility as a
brand and strengthens overall brand
image.
• 36 •Our First HKMX Store
We opened four HKMX stores in January 2018. We’ll target the HKMX brand DNA towards
the athleisure fashionista whilst introducing a technical capsule collections to appeal to the
most professional sports women.
• 37 •Designing the perfect stores
for our Shero to shop
We now have over 900 stores in 19 updated fixtures and furniture. locations.
countries and in 2018 we opened On average our stores are around Growing the size of our stores
over 100 new stores. Quite an 70-180m², but where there’s a doesn’t stop with our ambition to
achievement when you consider it potential to take over €1 million expand or relocate to larger spaces.
took us 100 years to open our first per year on high footfall locations, We’re also aiming to have a Flagship
100 stores. we’re able to open stores store on every major high street in
Our stores are evolving too. To between 200-250m². We look for our current markets. These stores
bring our customers a world-class locations where we already have sit on around 300-500m² and not
shopping experience, we aim to an established and successful only offer our full collection, but
deliver a multi-sensory, fun and store, and have the opportunity also the latest technology and most
inspiring environment. We bring to either refurbish or relocate to exciting shopping experience for our
our brand values to life in our stores a larger space. In doing this, we customer. Flagship stores offer the
by using the most up-to-date and offer our Shero a greater share ultimate in concept, design, service
relevant technology. We enhance of our collection to shop from, and innovation, strengthening our
our shopping environment with while increasing our sales. This brand as a whole and creating an
scent and music and by offering our has already proved successful in aspirational benchmark for the rest
products in the most appealing way Oberhausen, Rotterdam and Gent of our store portfolio.
possible through creative VM and and we’ve identified more suitable
• 38 •Designer and Factory Outlets
As we grow our stores both in number and size, we
increasingly need to clear old stock in the most efficient
way possible. Designer outlets offer the perfect solution
to control how our old merchandise is sold in an ‘on-
brand’ environment. We currently have 35 designer
outlets, including 3 hybrid model stores. For the future
we’re planning one outlet store for every 25 regular
stores, using a mix of designer and factory outlets in
highly residential areas and hybrid concepts.
Designer outlets offer the perfect
solution to control how our old
merchandise is sold in an
‘on-brand’ environment.
• 39 •europe and beyond
In 2018, we opened 110 new stores and in 2017 opened over 100 more. We
grew our presence in Germany with 57 new stores and also strengthened
our footprint in Spain, Sweden, Denmark and Austria. In 2018, we opened
our first stores in Norway, Poland and Russia. In China we opened our first
store in 2019. In 2017, we also opened our first two stores in Switzerland.
We operate a combination of own-operated stores and also franchise n
units in The Netherlands. In the past few years, we’ve acquired 62 former
franchise stores in The Netherlands and converted them into own stores.
international franchises belgium
We’ve had an active international franchise business now for over 10 years
and last year opened more than 11 stores with our partners. Our presence, 107
from a franchising point of view, spans 6 different countries. We’ve also
broadened the range of products our partners offer to now include sub-
brands such as Noir, HKMX and Private. Franchising helps to build our brand
globally and makes it easier to expand into a wider range of countries. At
this moment, our focus is on further expansion into Asia. We’re open to
opportunities in other countries where we don’t currently have company-
france
owned stores. 17 s
Our partnerships in international franchising are built on mutual co-
operation. We offer a depth of product knowledge but also the tools to help
maximise visual merchandising, online presence, omni-channel and staff
training. Our partners bring their local expertise in finding the right locations
and people, as well as experience in running and growing a fashion business.
spain
AS OF 31ST JANUARY 2019 (FY18) 42
OWN STORES
(inc Dutch migration to own stores) 782
total own stores 874
national franchise 3
International Franchise 37
Total Franchise 40
total stores 914
• 40 •sweden
29
denmark
43
netherlands
• (+3 Franchises)
175
germany
395
luxembourg
9
switzerland austria
6 39
• 41 •Designing the perfect Omni-channel journey • 42 •
In an omni-channel world, it’s Order in Store (OiS) is a great tool At a glance (2018)
increasingly important that we’re for our store teams, allowing them • 60 million website visits per year
able to interact with our Shero to share the entire Hunkemöller • 3.1 million dowlaods of our app
across all her favourite channels. collection with their customer. In • 68% browse online and buy offline
Whilst we know that she likes to 2018, OiS generated a total of
• 41% of orders are returned to
shop online via her laptop, computer €12.5 million in sales. This year we
store with 44% upsell
or tablet, mobile shopping is fast expect further growth. Knowing
becoming her preferred way of how our Shero loves her smartphone • OIS 21% of online orders and
buying her favourite products. too, staff in stores are also trained 2.5% of store sales
The sales generated by our online to introduce her to our app and • 42% of all online orders are Click &
business are growing fast, and we’re encourage her to download it. Collect with 36% upselling
committed to adapting and growing We’ve come a long way since 2003, • My Hunkemöller has over 4.5
as this evolution continues. when our first website launched million active members with 82.2%
These days, it’s not simply about in the Netherlands. We now have registration
channels. It’s about using them to websites and apps up and running
build relationships with customers all over Europe, while our shop-in-
across all of our touch points and shop online partnerships with ASOS,
then deliver relevant, personalised Zalando, Amazon, Wehkamp and
messaging so that they can enjoy a Nelly bring us even more reach in
seamless experience that’s tailored every market.
to their needs. We believe that
making it easy for her to shop across
all of our channels not only improves
her experience but also allows us to
maximise sales opportunities.
By offering easy to use Click &
Collect, Check & Reserve and return
to stores options, we encourage
her not to limit her experience to
online but to continue her journey
in one of our stores. At this point,
our passionate staff are able to
impress her with World Class
Service and offer their expertise
to find the products she really
wants. Click & Collect and Check
& Reserve give our store staff an
insight into what our customer might
like and help them to recommend
alternatives or additional products
that will complete her outfit. When
customers are returning an item
to a store, our team have a real Mobile shopping is fast becoming
opportunity to turn this back into a
sale. her preferred way of buying her
favourite products.
• 43 •Our aim is to offer a level of service that always exceeds
our customer’s expectations. We want to inspire our
Shero to buy, return frequently and recommend us to
Creating
her family and friends. For this to happen, we need to
offer the perfect customer journey. World Class Service
is at the heart of delivering this perfect journey and we
use the principles and 4 key steps to make sure our
the Perfect
Shero is shown all the products that are relevant to her
lifestyle. From welcoming her at the door to inspiring
her on the sales floor and in the fitting room to the final
kiss goodbye, we’re focused on offering a service that’s
Customer
tailored to her. At the same time, we’re focused on
delivering our KPI’s and making sure we leverage these
at each step of her journey.
Journey
Our Shero makes no distinction between our stores and
our online business, and she switches between them
depending on what she needs. As she shops across
channels, we make it as easy as possible for her to
continue to experience the perfect customer journey. By
encouraging our Shero to use our app and OIS (Order
in Store), we’re able to offer her the entire Hunkemöller
collection wherever and however she’s shopping with us.
• 44 •buy online
brand journey continues collect in store
we have
created a 360°
collect in store
customer check & reserve
journey
order in store return to store
upsell
• 45 •• 46 •
Designing our
We’re committed to becoming the most personal,
inspiring and social lingerie brand. We want to
capture the hearts and minds of our Shero in the
most relevant, impactful and memorable way, as this
marketing drives traffic, engagement and ultimately loyalty.
We use 360 marketing campaigns supported by
on-brand and inspiring imagery across our TV, print,
to make her
CRM, PR, social and online marketing to create a
real connection with our Shero, creating true brand
loyalty and driving traffic.
We know that by creating an emotional connection
fall in love
with our Shero we can really engage with her,
and this ultimately leads to brand loyalty. By
understanding her needs, we create a more personal
experience in our communications, either via the
with us
app, email or on our social channels. We inspire her
using a mix of media, including TV, print and out of
home campaigns, as well as our own social content,
and that of the influencers we work with.
Our Shero is addicted to social media and prefers to
follow real people. We know that influencers grow
their fan bases much quicker than companies and
organisations. Working with these influencers helps
us to tell our story in a way that our Shero can really
relate to from a source she trusts.
Our brand ambassador programme uses internal
and external ambassadors to help us share
content across social media. We now have over
80 ambassadors with over 1.5 million followers
between them. They co-create with us and in return
attend special events and get to try new products.
Our internal ambassadors are real advocates of
our brand values and share the latest news on our
behalf across social media, reaching our customers,
their colleagues and the wider internet audience.
Whilst our Shero loves her smartphone and social
media, we recognise that the younger generation
are keen to shop in stores. However they’re looking
for more than just a store. The key to this is creating
a multi-sensorial experience and with our newest
flagships and brand new HKMX stores, we focus on
bringing her the latest technology. The introduction of
our social wall, selfie wall and body scanner is exactly
the kind of experience that our Shero will respond to
and will then share with her friends and followers.
Social wall in Kalverstraat store
• 47 •My Hunkemöller Our Market Share
Since 2007 we’ve been giving our customers the chance Our main markets are currently Germany, The
to get even closer to Hunkemöller by joining our loyalty Netherlands, and Belgium. In all three of these we
program and getting exclusive access to a world of treats have been consistently gaining market share. In the
such as discount offers, exclusive reward vouchers, Netherlands and Belgium, we’ve retained our position
memberdays, shopping events and free gifts. as market leader, and for the first time have secured this
Not surprisingly, our customers love it. My Hunkemöller spot in Germany too.
now has nearly 4.8 million active members and is
one of the largest and most active membercard club MARKET SHARE GfK
programmes in Europe. Customers can join by registering
2012 2013 2014 2015 2016 2017
in store, online or via the app. Our loyalty programme
lives in our stores, on our website and as ‘always on’ on NL 13.4% 14.0% 14.9% 15.1% 15.8% 16.1%
our app. It offers the following benefits: BE 8.8% 9.5% 10.2% 11.7% 11.6% 12.1%
DE 2.6% 3.4% 4.1% 5.7% 6.8% 7.4%
• Earning of Passion Points by a purchase (every Euro
spent is worth 10 Passion Points), registering profile
data, liking Hunkemoller on Facebook, referring a
friend, celebrating the birthday or participating in or MARKET POSITION
contests such as the wheel of passion.
2012 2013 2014 2015 2016 2017
• Burning Passion Points by swapping them for
exclusive reward vouchers or save them up for shop NL 1 1 1 1 1 1
credit. 500 Passion Points = €5 shop credit BE 1 1 1 1 1 1
• Student members get 10% extra discount on top of
DE 6 6 6 2 1 1
everything! *Only available in selected countries
We are working more and more with brand partnerships
to extend and scale the amount of benefits we can offer
to our members. We co-create promotions and content
to not only serve our existing members but also attract
new members.
We communicate with our members on our website, via
personalised emails, push and in-app messaging and
we’re exploring other channels as well like social media
channels and Google. The world we live in is about
seeing the world as our Shero sees it, through multiple
points of contact, channels and always on. By using AI
tools, we aim to personalise our communication and
make it more relevant to the individual Shero. Our aim is
to create a ultimate experience throughout the customer
journey.
Data Protection & Security
We take Data Protection very seriously and are fully
compliant with the recent GDPR changes. The data we
collect is used to provide better and more targeted offers
and this allows us to better understand our customers.
• 48 •Our Social Responsibilities We’ve put together a code of conduct (see corporate
We love making beautiful products for our customers, website) that reflects these beliefs and is in line with
but we take our responsibilities as a global retailer local laws in the countries we source from, International
seriously too. We’re passionate about the supply chain Labour Organisation (ILO) conventions and the UN
we work with, our impact on the environment and how Declaration on Human Rights, including:
we get involved in the community. • protection against discrimination, child labour and
We design, produce and sell all our own collections. bonded labour
The whole process from design to delivery in stores is • fair pay and decent working hours
managed with love from our Head Office. We offer such • safe environment to work in
a variety of products and collections that we work with • the freedom of association and collective bargaining
lots of different suppliers across the world, each with
• protection of the environment
their own skills and talents.
• ethical business behaviour.
We don’t own the factories that make our products, so
it’s crucial we work in partnership with our suppliers to To demonstrate our commitment to our social
bring you high-quality products you can trust. We build responsibilities, on the 4th of July, 2016, we signed a
long-term relationships that benefit both sides. All our binding agreement for sustainable fashion and textiles.
suppliers, all over the world, follow the same social and This is the first of its kind and is a Dutch covenant that
environmental guidelines to make sure our products are follows on from the original Dutch National Action Plan,
up to our standards (See our corporate website). first presented in 2013. The aim is to bring positive and
We care about the people who make our products and sustainable change to the textile and garment industry
believe that everyone has the right to work in a safe and all over the world. It’s supported by trade unions,
healthy environment. industry organisations, civil-society organisations and
the Dutch government. We’re committed to working with
our suppliers to solve sustainability challenges within the
countries they produce in.
We’re also conscious that the materials we use in our
products and stores need to have the least impact on the
environment and nature as possible. As part of this we:
• are on the fur-free list of Fur Free Retailers.
• don’t use real leather.
• only use feathers with careful consideration.
• charge for plastic bags in the Netherlands and
Germany to reduce their usage.
• replaced some plastic bags with paper bags.
• introduced a ‘Restricted Substances List’ to help our
suppliers understand which chemicals they are not
allowed to use.
• boxes from recycled cardboard for all our home
delivery packages.
• 49 •Our People
Great people power great brands
• 50 •Video recruitment Social media recruitment
Our people are what make mobile job site (hunkemoller.com/ date and push themselves to be the
Hunkemöller special. Attracting and jobs) shares information on our best they can be.
retaining the best people is crucial brand, values and current vacancies. We’re passionate about supporting
to our continued success – we It also explains how we nurture and our staff in their learning and
want enthusiastic staff who are as develop talent at Hunkemöller, is development and continue to make
passionate about our products as supported by testimonies from staff significant investment in this area.
we are. We hire for attitude and who’ve grown with our success, fun We want all our new employees to
train for skill. team pictures and our ‘feel our vibe’ get off to a great start and launched
page. our ‘Welcome app’ to help staff
Hire for Attitude prepare for their first day, right from
We are proud of our brand and we Train for Skill the moment they sign their contract.
only want to hire those who fit our When it comes to service, we ‘Live It Up’ is our newest innovation
brand and our brand values. This want to exceed our customer’s in learning and development and
means we look beyond experience expectations every time. We start is a global, social and interactive
and are really interested in what with a passionate welcome, making introduction programme that
drives our people and makes them genuine contact with our Shero. We transforms our staff into brand
tick. As we hire for attitude, we start offer inspiring and expert advice on ambassadors in just 10 days. In
by selecting on attitude and to bring the sales floor and in the fitting room our view, training should be fun
this to life, we’ve introduced video and finish with a ‘unique kiss come and accessible, so we use learning
recruitment to our selection process. back’. We encourage our staff to tablets in stores to bring our video-
Our state-of-the-art global and keep their skill and knowledge up to based training to life.
• 51 •The Hunkemöller Academy is the Our employee app is available on Hunkemöller with the launch of
heart and soul of our learning and all mobile devices and learning Workday, an innovative Global
development activities. It’s our global tablets in store. It’s become a social HR system which has become the
online training tool – available in addiction amongst our teams and hub for all our people data and
seven languages- and we use it is totally interactive, giving our processes. Workday will bring
to transform staff who are already employees a voice. We’re in touch efficiency globally and give us a
engaged into true certified experts. 24/7 and are able to share fun and greater depth of information. It
It’s important that, alongside being inspiring content quickly and directly brings us the opportunity to share
true bra experts, our staff are also up with our staff. accurate, individual sales results,
to date with fashion trends so they 2017 saw another huge step for which will help to further inspire and
can really inspire our customers and motivate our people.
give them great advice on how to
achieve the latest looks. The eight
product videos we release every
year, really help with this, and are a
great way to share selling tips.
All these initiatives enable us to
develop the confident, passionate
and knowledgeable staff that
Hunkemöller is famous for. Our
USP is World-Class Service and the
unrivalled lingerie expertise that our
staff deliver.
A great place to work
We want our employees to walk the
talk and live the values. We want
them to feel fit, energised, happy,
and to have fun at work. We strive
to be a truly social business, both
internally and externally, and believe
that being fully In Touch with our
employees makes all the difference.
We want our
employees to walk
the talk and live the
values.
Employee app.
Inset: ‘Live it Up!’ programme
• 52 •World Class Merchandising
we achieve on our core products,
we aim to consistetly achieve above
95% availability for FY18.
What’s our secret? We make full use
of the Oracle planning tool, which is
used by leading retailers in the UK
and throughout Europe.
It allows us to deliver market-
leading margins through good stock
control and careful markdowns. It
also means that we can bring an
assortment of products, in all sizes,
to stores in all the countries we
serve − from flagships to shop-in-
shops, from Sweden to Spain.
As part of our customer-first
approach, we also plan and buy
country-specific and web-only
products to take into account the
need for special products, different
sizing offers / ratio packs and
varying climates across our store
and customer base.
Our allocation and replenishment
programme ensures that stock
reaches the best performing stores
and therefore optimizes full price
sell through. Utilising the retail
optimisation tool ‘logility’, we
are able to manage the allocation
and replenishment of our country
specific assortments including
One-third of every Euro we spend is customers need. the handling of different size ratio
on product – and we always make packs by country and are able
With more than 4000 styles in
sure that the money is well spent. to manage stock adjustments in
production each year and lead times
Our merchandising skills have season at size level by store. At
of up to 51 weeks, careful planning
made us market leaders in mainland end of season, our network of
and detailed analysis are essential
Europe and industry best practice factory outlets manages and turns
to get the right stock to the right
supports our buying process – so our old stock into cash, helping
place – and at the right price too.
we always deliver the products our to fund further expansion of the
We’re really proud of the availability
business in the process.
• 53 •Annual
Fashion show
Our annual fashion show is held early March
and is part our yearly employee Brand Event
- a time when all our store managers and
many other teams get together to celebrate
success and look forward to the year ahead.
The fashion show is also live-streamed
allowing customers and stakeholders to see
our new collections and experience the ex-
citement of an arena full of 800 lingerie store
managers!
The show also represents an opportunity for
us to show our brand values and express our
mission. Never has this been more important
as both customers and commentators rightly
demand we present images that are positive,
inclusive and empower women. The show is
part of our wider work to help redefine sexy
for the 2020s: female first, empowering and
inclusive.
Follow our Facebook and Instagram accounts
to so you don’t miss our 2020 show.
• 54 •• 55 •
part 2
our journey
continues
• 56 •• 57 •
We’ve got ambitious plans in place
to take us up to 2022. The over-
arching message of our strategy is
that everything we do is designed
for our Shero, to continue our
journey to becoming a much-loved
global and social brand.
As our Shero changes in the
next five years, we’ll adapt with
her, ensuring that we completely
understand her by analysing all
of the information we have at our
fingertips. This will allow us to offer
products, stores, services and an
online and in-store customer journey
Our business is set to
grow both physically
and digitally.
that caters for all her needs. We
have a wealth of data available to
us from social media, our loyalty
programme and our own app. Using
this, we’ll be able to offer a more
personal approach to our Shero,
What the
tailoring the products and services to
those that we know she is or may be
interested in.
Our business is set to grow both
future looks like
physically and digitally. To fulfil our
growth ambitions, we’ll build brand
awareness by establishing flagship
stores in all of our key markets and
at Hunkemöller
we’ll offer a market-leading online
customer experience.
Our strategy is to be the No 1
lingerie brand in Europe, with a
significant presence in all the other
countries we trade in.
• 58 •• 59 •
CSR • 60 •
sustainability Strategy
We are building a socially responsible and environmentally friendly brand, by proactively
integrating sustainability in every part of the process - from production to sales in stores. Taking
responsibility for the environment and the people that are affected by our business is of great
importance to Hunkemoller and we aim for constant improvement.
Our vision is to create a business with the right balance of people, planet and profit.
Our board of directors are responsible for integrating and prioritising our Sustainability in our
corporate strategy and objectives. Our functional leads then integrate our corporate strategy into
into their departmental objectives goals and processes. Since 2014, we have a dedicated CSR team
based in Hilversum. The CSR team report directly to a member of our trading board.
The CSR team is responsible for the development of the sustainability strategy and and also to
implement activities and driving performance, managing process against targets and engaging
with internal and external stakeholders Responsibilities to carry out the strategy set by the CSR
Manager are also within severak departments such as buying, marketing, technical and marketing
and operations.
• 61 •Main initiatives for 2020
• We continue with our renewed mission of being a much loved, social and inclusive brand.
• Both CSR (Corporate Social Responsibility) and being inclusive are now key pillars of our
strategy.
• During 2020 we’ll launch a new CSR web-site where we’ll encourage all stakeholders,
including customers, to ‘join in’ to help make better decisions to protect the environment and
all those we work with.
• Our design-first approach will strengthen with a further emphasis on collections for every
woman and their many needs and wants.
• We’ll review and strengthen our sub-brand strategy with significant developments for HKMX,
Swimwear and an evaluation of a sub-brand targeted at Generation Z.
• Our understanding of the China and Asia markets, via our new openings, will provide valuable
insights for our future global growth plans.
• Designer collaborations and ambassador / influencer programmes will develop to reflect our
wide customer base and building genuine relationships with our brand.
• Our physical store estate will be further optimised with a focus on existing store customer
experience and refurbishment.
• We’ll open a new flagship store in Berlin which will test new customer experience initiatives
ahead of rolling out those that can cost-effectively scale.
• Our commitment to World Class Service will continue with our new 360 in-house customer
care capability providing WCS whatever the channel.
• Our store teams will continue to benefit from the best training and also be encouraged to be
active brand advocates.
• Brand Marketing will understand our Sheroes changing wants and needs and develop an
inclusive reach and engagement strategy.
• Our highly successful Membercard programme will be refreshed with a renewed
segmentation, communication and engagement strategy.
• 62 •Designing products
that continue to inspire her
By 2022 we want to reinforce our position as the leading Delivering Perfect Product
lingerie brand in Europe and continue to grow our market Having the perfect product across our collections
share, wherever we have a presence. We’re passionate is what our Shero has come to expect from us. To
about creating and delivering products that will excite continually meet and exceed these expectations, we’re
and inspire our Shero. We’ll lead the way in terms of focused on bringing her the best fabrics possible and
lingerie fashion by delivering faster to market on trend delivering well-designed high-quality products. As an
collections and renew our products using our unique example, our core collections represent 82% of our total
fashionable yet feminine brand handwriting. sales and are at the heart of our business. Our focus
here is on bringing our Shero a wide range of colours,
Leading with design including the latest fashion shade, as well as having
We’re a design-led business and aspire to become full size availability. We’ll update this collection with
the leading fashion lingerie brand in Europe. Our new fabrics and offer a wider range of products online.
international team of designers will continue to lead Across our collections, from Always Sexy to Designer
the design and development of strong, fashionable Collaborations, our Shero will see upgraded fabrics, true
collections and commercial sub-brands. We’re choice in colour and shape and inspiring fashion looks.
passionate about creating the perfect products for
our Shero and will strengthen our resources in fabric
development and technical design whilst supporting our
team with a brand new in-house creative room.
• 63 •You can also read
