To Mark China'S Underwear Market For A Hundred Years, The Underwear Brand Is Settled In Pudong, Shanghai.

Recently, Holland women have a long history. Underwear brand Hunkem o ller (incense and mule) announced that the first Chinese store has officially opened in Pudong New Area Century Plaza, Shanghai, which means that the brand's "5 years and 47 stores" opened in China.

Hunkem o ller plans to implement "5 years and 47" stores in China in 2023. In addition to Pudong stores in Shanghai, Hunkem ller will open another 4 brand stores in China this year.

It is reported that Hunkem Shanghai ller Pudong store area of 230 square meters, specifically for the Chinese market and consumers to create a new digital experience. The underwear series in store includes: HKMX sports underwear series, Private sexy underwear series and Noir Swimwear Series.

In 1886, Wilhelm Hunkem o ller and his wife Josephina Lexis founded Hunkem Hunkem ller Lexis company and shop in Amsterdam, mainly engaged in various kinds of underwear and pajamas 。 After that, the company grew and gradually opened more branches in Amsterdam, Rotterdam and Utrecht, Holland. In 1977, Hunkem o ller began to expand its international market and gradually became one of the most popular lingerie brands in Europe. It opened stores in many countries, including Holland, Germany, Belgium, Luxemburg, Sweden, France, Spain, Denmark, Australia and Russia. Among them, Germany is the largest market of Hunkem ller, and there are 400 brand stores in the region.

In early 2016, Hunkem ller was bought by private equity fund Carlyle Group (Kai Lei). Subsequently, Hunkem o ller began to accelerate the pace of opening up the international market, and the number of stores in three years increased by 130. So far, Hunkem ller has more than 930 brand stores. (see "ornate ambition" report: private fund Carlyle bought Holland veteran underwear brand Hunkem o ller)

With the continuous development of China, many international underwear brands began to enter the Chinese market. It is estimated that China has $25 billion worth of underwear market. The famous American underwear brand Victoria 's Secret (Vitoria secret) has been working hard to open up the Chinese market. As of now, Victoria' s Secret has opened 53 stores in Greater China. In 2017, Victoria 's Secret held a secret fashion show in Shanghai, once unprecedented. There is no doubt that Victoria 's Secret will be one of the main competitors of Hunkem o ller in China.

Hunkem ller CEO Philip Mountford said: "Hunkem ller is one of the most popular underwear brands in Europe. China is one of the fastest growing economies in the world, and the demand for international brands is also increasing. Therefore, the development of China's underwear market is very natural for Hunkem o ller. "