Hunkemöller said the transition to Redwood accelerates its ongoing transformation, driving innovation in customer engagement, operational excellence, brand leadership, and international expansion.
Redwood said it is fully committed to the company’s long-term growth and success and, investing in Hunkemöller’s long-term strategic vision.
“We look forward to building Hunkemöller’s future together with Redwood,” said Hunkemöller CEO Brian Grevy. “Our focus is on delivering an unparalleled omni-channel customer experience and strengthening our position as the leading lingerie brand.”
“Hunkemöller said it operates in a “challenging economic landscape, characterised by inflation, shifting consumer preferences and global supply chain disruptions.”
Hunkemöller has launched a transformation programme to drive revenue growth. It will be implemented across the entire organisation. The company is strongly focused on enhancing customer experience, driving product innovation, and achieving operational excellence,” it said.
The core elements of the transformation strategy include:
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Strengthening brand positioning that deepens customer relationships through expertise and category-driven innovations, delivering high-quality, innovative products for every need and occasion
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Enhancing omnichannel capabilities to offer a seamless customer shopping experience
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Enhancing the retail experience by revamping over 150 stores and opening of at least 15 new locations in key growth markets to create modern, immersive retail environments
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Substantially increasing marketing investments to boost brand awareness and engagement, leveraging digital, influencer, and experiential strategies to reinforce market leadership
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Launching a new e-commerce and loyalty platform leveraging technology to deliver a personalized customer journey
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Utilizing AI-driven analytics at the center of the organization to optimize analytical insights and decision-making
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Optimizing end-to-end supply chain from strengthening our partnerships with suppliers to distribution center automation
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Additionally, the company is committed to investing in its people, fostering an empowering work culture through training and leadership programs while strengthening internal processes to drive long-term success.
With its new owner and new capital investment, Hunkemöller is further building the foundation for a future-proof and customer-centric organization, it said. By combining retail transformation, digital innovation, operational efficiency, and a people-focused approach, the company is positioning itself for long-term success in a dynamic retail market.
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