With a warm smile, store manager Janett Nowak welcomes her customers to the newly optimized Hunkemöller branch in Berlin-Spandau. She has been part of the company for over 20 years and is proud that her store is one of the first in Germany to feature the new Hunkemöller design.
The new store concept is part of a Europe-wide project with which Hunkemöller has already redesigned more than 60 branches in Germany, Austria, Switzerland, the Netherlands, Belgium, Scandinavia and Spain and Belgium. What began as a test phase is now an important milestone in the further development of the Hunkemöller brand.
The concept reflects Hunkemöller’s aim to strengthen customer experiences across all channels and to make the brand an emotional experience. The aim is to take the shopping experience to a new level – with a look that combines warmth, elegance and closeness to customers. “The new store design is not just about the look,” explains Janett. It’s about offering our customers an inspiring brand experience, a place where they can feel completely comfortable and find themselves again. In Germany, stores in Cologne, Oberhausen, Hamburg, Hanover and other cities are already shining with revised store concepts, and Berlin-Spandau is also one of these pioneering locations.
A store that awakens emotions
When Janett found out that her store would be one of the first to feature the new Hunkemöller look, she was very happy. The new design creates a completely new feeling of space: warmth, openness and elegance. “Hunkemöller chose warm tones such as beige, rosé and burgundy red, combined with soft upholstered surfaces.
The store looks bright, calm and inviting. The music also creates a pleasant atmosphere, has a decelerating effect and creates a good feeling for customers and employees alike.” As soon as you enter, you can feel that it’s not just about the shopping experience, but about feeling good. “The store just invites you to linger, it’s wonderful,” she says with a smile. For Janett it is clear that the new store design changes how Hunkemöller is perceived and is part of a larger transformation of the brand.
From renovation to opening – new design, new effect
“We were really looking forward to the change. The renovation was a team effort and everyone put their heart and soul into it,” says Janett. After a short period of closure, the opening in the new design followed: an emotional moment that everyone will remember. “When the doors opened there was great excitement. There was really something special in the air,” remembers Janett. “There were columns of flowers in front of our store, we had a DJ, an embroiderer and even a bar. The atmosphere was simply magical.” This special atmosphere showed that the new store design achieves much more than just a visual change. It creates a completely new shopping experience. Customers and employees now perceive the space differently: more open, more inspiring and more emotional.
Emotions that remain
In addition to the new look, it is the encounters that motivate Janett every day. “A customer recently told me that she had lost weight after a difficult breakup and now wanted to do something good for herself. We measured her, found the perfect model, and she said on the way out: ‘Thank you for making me feel beautiful again today.’ These are goosebumps moments.” Such experiences show that fashion at Hunkemöller is much more than just clothing. It creates self-confidence and well-being. Every detail, from store design to personal advice, helps customers feel confident, understood and beautiful. Here, fashion becomes an expression of strength, individuality and self-love.
Future with heart and attitude
For Janett it is clear: the revised store concept is just the beginning. “Expertise and a trained eye are becoming increasingly important. You can’t get product knowledge and empathy on the internet. That requires personal contact.” This makes it clear that modern store concepts go far beyond design issues. Successful retail occurs where competence, brand experience and human proximity come together.
The new visual brand identity marks the beginning of a development in which customer experience and brand values merge inseparably. For Janett, the store is much more than a workplace. It is a place where women feel understood and go home with a bit of self-confidence. It’s not without reason that Hunkemöller says: “For every woman in you”. This guiding principle is part of everyday life for Janett, noticeable in every consultation and in every encounter. Her attitude shows that the work in the store goes far beyond sales.
It’s part of a larger mission to inspire women to feel confident, strong and beautiful in every situation and in every moment. The store is a place of real encounter and a symbol of how fashion can create connection, trust and well-being.