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Hunkemöller reopened its Ambience Mall Gurugram store with its latest global retail concept, marking 10 years in India
Our read
The Ambience Mall refit is more likely a template for further Hunkemöller store upgrades through Reliance Brands than a one-off showcase.
For operators
Hunkemöller refitting its Ambience Mall Gurugram store to the newest global concept, 10 years after entering India, suggests mall-based intimate apparel stores are due for a refresh, so watch whether the format reaches other Indian stores and how it works alongside hunkemoller.in and Ajio Luxe.
Watch
Announcement of a second Hunkemöller store reopened in the new concept in another city
The report,
Hunkemöller held an in-store event on 30 September for the reopening, and the revamped store offers personalised bra fitting. The brand entered India through a partnership with Reliance Brands Limited and also sells on hunkemoller.in and Ajio Luxe.
- Years in India
- 10
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Store and format facts
From the report. Source details below
| Brand founding year: | 1886 |
|---|
Next on the rollout
- New Hunkemöller store openings or lease signings in malls beyond the current footprint
- Reliance Retail results commentary on Reliance Brands and its intimate-wear performance
- Hunkemöller range or campaign launches on Ajio Luxe or hunkemoller.in tied to the 10-year milestone
- Store upgrades or new-format launches by Zivame, Clovia or other intimate-wear rivals
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Reliance Brands Limited is likely to refit more Hunkemöller stores in the new global concept, starting with its busiest metro mall locations.
- Hunkemöller may use its 10 years in India as a hook for campaigns, store events and loyalty activity across its stores, hunkemoller.in and Ajio Luxe.
- Expect Hunkemöller to keep Ajio Luxe and hunkemoller.in as its main digital channels, with the refreshed store acting as a physical showcase for the same range.
- Domestic intimate-wear rivals such as Zivame and Clovia may answer with their own store upgrades or promotions aimed at the premium shopper.
- Mall owners are likely to treat the refit as a sign of the brand's long-term commitment, which could strengthen Hunkemöller's hand in future lease talks.
The source
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