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The Concept Of Lingerie Has Got Redefined

​Reliance Brands Limited, a part of Reliance Industries Limited has brought a wave of international brands to India. The company began its operations in October 2007 with a mandate to launch and build international and domestic brand equity in the premium

The Concept Of Lingerie Has Got Redefined

Tell us about your new tie-up with Hunkemöller.

We have entered into an exclusive long term franchise agreement with Hunkemöller. It is one of the fastest growing lingerie brand in the European market. We shall set up independent standalone stores across major cities of India in 2015-2016. Hunkemöller is keen on extending its international operations and thus it has added India as well to its portfolio of franchise markets.

Throw light on this Dutch lingerie brand.

Hunkemöller was founded in 1886, in Amsterdam, by Wilhelm Hunkemöller and his wife Josephina Lexis. Hunkemöller is an originally Dutch company and the largest high-street lingerie brand of the Benelux. With some 4,000 employees and about 700 stores in 18 countries, Hunkemöller is rapidly expanding throughout Europe. Hunkemöller is a part of PAI Partners, an European investment company.

What is the USP of Hunkemöller?

Hunkemöller’s product range caters to every intimate apparel need ranging from bras and briefs, nightwear and slippers, through swimwear and beach co-ordinates to hosiery as well as perfumes. In the North of Europe Hunkemöller is a principal lingerie brand and has an excellent brand awareness especially in its core focus markets- Germany, Netherlands and Belgium. But the brand is also expanding steadily across markets such as Russia and the Middle East. Hunkemoller is truly a lingerie destination brand.

Enlighten about the presence of Hunkemöller?

Hunkemöller has nearly 700 stores in 18 countries of which ten are run by professional franchisees. These includes Bahrain, Russia, Egypt, Morocco, Aruba, Curacao, Oman, Saudi Arabia and United Arab Emirates. After India, Panama is the new franchise market for the Dutch brand offering the latest lingerie trends to the Central American women. The first store will open in Spring 2015.

What all international brands have you partnered with?

Reliance Brands current portfolio of brand partnerships comprises of Bcbg Max Azria, Brooks Bros, Diesel, Gas, Ermenegildo Zegna, Hamleys, Iconix, Kenneth Cole, Paul&Shark, Quiksilver, Roxy, Dc, Steve Madden, Thomas Pink, Superdry And Dune. Now we will support Hunkemöller to establish business on this new market.

Share a word on the Indian lingerie market.

Indian lingerie industry has come of age. The concept of lingerie has got redefined and upgraded itself from just a mere necessity to fashion statement. The feel of comfort, style and gorgeousness is sincerely incorporated in the Hunkemöller brand. By bringing Hunkemöller to India, we want to inspire women and to invite them to experience the world of lingerie.

What are your expansion plans?

India is an important market for this leading lingerie brand of Northern Europe. We wish to create a pan-India network of stores with the Hunkemöller brand across all retail channels.

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