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RetailCraft 38 – ”fits and shapes” – Hunkemöller at NRF 2023

During an exceptionally busy NRF 2023 in January in New York we managed to grab some time with Gijs van Engelen, the Chief Digital Officer and member of the Board at Hunkemöller, one of the largest lingerie specialists in Europe. They have a direct site in the UK (, while also selling via retailers like Next, and a US/Global site at Meanwhile their stores are to be seen in most town centres in northern Europe.

Jamie and I chatted with Gijs against the bustle of 40,000 retailers jostling around the Javits Centre, and we covered the brand’s history, position and growth focus for 2023. Of particular note is approach to multichannel, blending store and online, and how to make each store simultaneously a flagship and a profitable endeavour. Gijs also covers the use of marketplaces as a market-entry strategy (eg Zalando in Switzerland and Asos in the UK).


Run time: 20 minutes


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Gijs van Engelen: 

Jamie Merrick: 

Ian Jindal:  and 

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Recorded in New York at NRF 2023 and engineered at Spiritland Studios, UK.

Episode photo credit: Ian Jindal (

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