Hunkemöller capitalizes on high-street growth in non-metros with new Jaipur store

Dutch premium bodywear and intimate apparel specialist Hunkemöller is capitalizing on the rapid growth of high-street retail across non-metropolitan consumption hubs with the opening of a new store in Jaipur. This move marks the brand’s deliberate shift toward non-tier-I urbanization, where consumer appetite for global intimate fashion and branded elevated essentials is rising.

Capitalizing on non-metropolitan premiumization

India's premium lingerie market is undergoing structural shifts as aspirational demand shifts from traditional metros toward high-growth regional hubs. Industry data indicates, the Indian online and omnichannel innerwear segment is projected to grow by over US$ 710 million through 2030, registering an CAGR exceeding 11 per cent. By embedding touchpoints in key regional centers like Rajasthan, Hunkemöller positions itself to capture higher conversion rates among affluent young demographics seeking international design standards and specialized fit consultations.

Navigating expansion operational dynamics

Scaling specialized specialty retail across emerging Indian markets presents distinct supply chain and inventory management challenges. Maintaining optimal stock-keeping unit (SKU) density across varied size ranges demands agile logistics and precise demand forecasting. Concurrently, local real estate competition for prime shopping center locations requires high capital discipline to preserve retail store-level profitability.

Expanding into high-potential markets like Jaipur is vital for long-term category leadership," notes an industry retail analyst. Success hinges on blending immersive physical fitting experiences with reliable local fulfillment networks.

Strategic market positioning

European intimate apparel brands like Hunkemöller continue to balance physical retail rollouts with aggressive direct-to-consumer e-commerce integration. This dual strategy enhances customer acquisition metrics while defending margins against local competitors and fast-fashion entrants.

Hunkemöller is an established European bodywear retailer specializing in lingerie, nightwear, and swimwear. Operating over 900 international stores, the brand targets aggressive global growth through omnichannel expansions in high-growth Asian markets, maintaining stable operational performance backed by parent investment firms.