Tchai designed and realised Hunkemöller’s new retail concept from concept to rollout. Within an ambitious 10-week timeframe, we translated the brand’s renewed vision into a calm, intuitive and premium store environment; ready for scale across Europe.
Hunkemöller’s existing store concept no longer reflected the brand’s evolving identity or customer expectations. The goal was to move away from a bold, overtly sexualised aesthetic towards a softer, more feminine and mature expression, while creating a retail concept that could be consistently rolled out across multiple regions.The first store in The Netherlands needed to set the standard and function as the blueprint for future locations.
As a full-service retail partner, Tchai took ownership of the entire process. From concept design and engineering to production, logistics, installation and delivery; every phase was managed as one integrated workflow. This ensured speed, quality and consistency, from the first store to the wider rollout.
The new retail concept introduces a serene and welcoming atmosphere through natural tones, rounded forms and a clear, intuitive layout. The environment feels confident and premium, encouraging effortless navigation and comfortable exploration. By fully transforming stores rather than applying surface updates, the concept delivers long-term relevance and uniformity across locations, formats and regions.
• First new-concept store delivered in The Netherlands within 10 weeks
• End-to-end delivery: concept, design, production and installation
• Rollout-ready retail formula applied across 50+ stores
• Stronger brand alignment and a more intuitive customer experience
• High consistency and efficiency across all transformed locations
“What a fantastic team you have. My compliments because all Tchai colleagues are truly amazing to work with.”
— Jeroen van den Oever, Global Head of Wholesale at Hunkemöller
This project demonstrates the power of a fully integrated retail approach. By designing and delivering the concept end-to-end, Tchai ensured that Hunkemöller’s new retail identity is not only visually compelling, but operationally sound and future-proof. From strategy to store opening, and far beyond, Tchai created a retail concept built for consistency, scalability and long-term brand growth.