Hunkemöller opens lingerie store at Jio World Drive

Lingerie brand Hunkemöller has launched an exclusive brand outlet in Mumbai mall Jio World Drive to bring inner wear, sleep wear, and shape wear to more shoppers in the metro with Reliance Brands Limited. 

“For every woman in you- Hunkemöller is now at Jio World Drive,” announced Reliance Brands Limited on Facebook, sharing images of the new store. “From soft essentials to statement pieces, find lingerie that matches your every mood. Luxurious lace, effortless comfort, and confidence-boosting styles- all in one place. Your perfect fit awaits! Visit the new store today.”

The store has an ornate archway at its facade and a bright, white interior. Inside the store, shoppers can browse a wide array of inner wear, from bras to briefs, as well as satin sleep wear and neutral toned shape wear. The brand joins a wide range of Indian and international labels in the mall including Crocs, Adidas, Da Milano, Armani, Nike, Forever New, Satya Paul, Swarovski, Ritu Kumar, and Superdry among others, according to the shopping centre’s website. 

Hunkemöller made its India brick-and-mortar debut in December 2015 when it opened a store in New Delhi’s DLF Promenade Mall, the Economic Times reported at the time. The Dutch label retails in over 24 countries worldwide and its marketing activities centre around body positivity and inclusivity. With a history of around 140 years, the brand also runs a swimwear line.