The reveal of the first store in The Netherlands
marks a bold transformation completed in just 10 weeks.

Hunkemöller’s new concept introduces a softer, more feminine touch, stepping away from the bold black and magenta tones of the past. The design embraces a natural, rounded aesthetic with a more mature and premium feel, moving beyond the overtly sexy image that defined the brand for years.

From design and production to installation and final delivery, we managed every stage of the process, ensuring each detail perfectly embodied the new concept. The result is a store environment that feels welcoming and effortlessly chic.

This transformation isn’t limited to just one location, as fifty stores across various regions are undergoing the same transformation.

"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