Hunkemöller announced that its partnership with Redwood accelerates its ongoing transformation, fostering innovation in customer engagement, operational excellence, brand leadership, and international growth. Redwood invests in Hunkemöller, demonstrating its commitment to enhancing the company’s long-term strategic vision.
Redwood expressed full support for the company’s growth and success by investing in Hunkemöller’s initiatives. “We are excited to collaborate with Redwood to shape the future of Hunkemöller,” said CEO Brian Grevy. “Our priority is to provide an exceptional omnichannel customer experience and to reinforce our position as the leading lingerie brand.”
Hunkemöller operates in a challenging economic environment, marked by inflation, changing consumer preferences, and global supply chain challenges. To drive revenue growth, Hunkemöller has initiated a transformation program that will be applied across the entire organization. The company is dedicated to enhancing customer experience, promoting product innovation, and achieving operational excellence.
Key components of the transformation strategy include:
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Strengthening brand positioning to deepen customer relationships through expertise and product innovations, delivering high-quality offerings for various needs and occasions.
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Improving omnichannel capabilities to ensure a seamless customer shopping experience.
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Revamping over 150 stores and opening at least 15 new locations in key growth markets to create modern and engaging retail environments.
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Significantly increasing marketing investments to raise brand awareness and engagement, utilizing digital, influencer, and experiential strategies to strengthen market leadership.
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Launching a new e-commerce and loyalty platform powered by technology to create a personalized customer journey.
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Employing AI-driven analytics at the organizational core to enhance analytical insights and decision-making.
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Optimizing the end-to-end supply chain by strengthening partnerships with suppliers and automating distribution centers.
Additionally, the company is devoted to investing in its workforce, fostering an empowering workplace culture through training and leadership initiatives while enhancing internal processes to ensure long-term success.
With new ownership and capital investment, including the commitment that Redwood invests in Hunkemöller, the company is laying the groundwork for a future-focused, customer-centric organization. By blending retail transformation, digital innovation, operational efficiency, and a people-centered approach, Hunkemöller is positioning itself for sustained success in an evolving retail landscape.
