Hunkemöller has launched its newly redesigned store at Berlin’s Alexanderplatz, marking a major step in the brand’s Europe-wide transformation. Store manager Janett Nowak, with over 20 years at the company, proudly leads one of the first German locations to showcase the new concept.

The redesign, which has already refreshed more than 60 stores across Germany, Austria, Switzerland, the Netherlands, Belgium, Scandinavia, and Spain, aims to make the brand emotionally tangible. Warm tones of beige, rosé, and burgundy, combined with soft, upholstered surfaces, create a bright, inviting atmosphere. Music and spatial layout further enhance the customer experience, encouraging visitors to linger and explore.

Nowak highlights the emotional impact of the design. “This store genuinely invites you to stay. Customers and employees experience the space differently – more open, inspiring, and engaging,” she says. The reopening celebration featured floral columns, a DJ, an embroiderer, and a bar, creating an unforgettable atmosphere for staff and shoppers alike.

Beyond aesthetics, Hunkemöller emphasizes human connection. Personalized fittings and styling advice empower customers, building self-confidence and a sense of well-being. “Recently, a customer said, ‘Thank you for making me feel beautiful again today.’ Those moments remind me why our approach matters,” Nowak shares.

The new concept reflects Hunkemöller’s commitment to expertise, empathy, and personal interaction – qualities that cannot be replicated online. By integrating brand experience with knowledge and human connection, the redesigned stores offer more than shopping: they create a space for empowerment and self-expression.

For Nowak, the store is a symbol of Hunkemöller’s broader mission: inspiring women to feel confident, strong, and beautiful in every situation. The concept embodies the brand motto: “For every woman in you.”

Experience the new Hunkemöller store in Berlin and discover a shopping journey where fashion meets confidence. Learn more here.