Hunkemöller new retail concept:
complete store transformation in 10 weeks

A new era begins for Hunkemöller with the introduction of their innovative retail concept—and we had the honor of applying our expertise to bring their vision to life. The reveal of the first pilot store in Utrecht, 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.

Working closely with Hunkemöller, we turned this concept into reality. 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.

"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 & International Franchise & Business Development at Hunkemöller