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Hunkemöller relaunches online shop with Astound Commerce

By August 27, 2019 No Comments

The global digital commerce specialist, Astound Commerce, with German offices in Hamburg, Munich and Osnabrück, is supporting Dutch lingerie specialist, Hunkemöller, with the relaunch of its international online shop and thus the development of a rapidly expanding e-Commerce business.

Osnabrück, 14th August 2019.

“Getting to the next level”

Hunkemöller is setting the next milestone in its Omnichannel success story with a new shop platform. The lingerie manufacturer has opted for the trailblazing Salesforce Commerce Cloud solution as its new shop system. Stability and flexible scalability, as well as the improved predictability of marketing campaigns, were the key reasons for this choice and the transition from Magento to Salesforce Commerce Cloud. The lingerie producer was seeking a solution for busy periods, such as cyber week in particular, that reflects the strength of its brand.

Hunkemöller selected the digital commerce agency Astound Commerce as its implementation partner for the relaunch back in 2018. As a platinum consulting partner of Salesforce Commerce Cloud, Astound Commerce has extensive knowledge of major, international and complex e-Commerce projects, which the agency has already demonstrated with customers such as Adidas, Odlo, Orsay and L’Oréal.

A particular challenge during this project was the lingerie hero’s complex system landscape, as well as the introduction of a new order management system, which both teams successfully and purposefully implemented. One of the challenges was to maintain or even increase the high conversion rate following migration, so there was a major focus on SEO implementation.

Improved look and feel

During the global relaunch, the new Hunkemöller online shop also received a redesign and an improved look and feel. New features, such as a guest wish list, ambassador blog, sports bra tool and enhanced store search for Click & Collect orders, complete the online offer. This optimised customer experience gives Sheroes, Hunkemöller’s self-proclaimed target audience, an even more intense and exciting shopping experience.

Further rollouts planned

The first rollout of the Dutch online shop took place in January 2019 and was a huge success. The conversion rate increased significantly, especially for mobile devices. Hunkemöller’s German online shop was the next to be moved onto Salesforce Commerce Cloud. Germany is still the most important market for the lingerie label.  Subsequently, other countries will be rolled out on the new platform, such as Austria, Belgium, Denmark, France, Spain, the UK, Luxembourg and Sweden.

Gijs van Engelen, Director Omnichannel of Hunkemöller stated in regards to the project with Astound Commerce:  “The new e-Commerce platform in Germany launched in conjunction with Astound Commerce is a key milestone within the broader Hunkemöller Omnichannel strategy which enables us to achieve both on- and offline growth targets. Astound Commerce’s approach and breadth of both skills and experience resulted in a pleasantly constructive cooperation and a smooth launch.”

Lars Feldscher, Managing Director of Astound Commerce GmbH, summarises the project collaboration as follows: “It was a challenging project with tight deadlines. But thanks to the excellent cooperation between the two teams, we managed to jointly create a great shopping experience for Sheroes. Astound Commerce is extremely proud that an Omnichannel pioneer such as Hunkemöller trusts our abilities and we’re looking forward to keep working with Hunkemöller in future.”

About Hunkemöller

Hunkemöller is Europe’s leading and fastest growing lingerie brand, with over 900 shops in 20 countries. The company was founded in Amsterdam in 1886 and has since evolved into a pan-European Omnichannel brand. Hunkemöller sells perfectly-fitting, fashionable and high-quality bodywear products (bras, underwear, sleepwear, swimwear and other categories, including fitness). Hunkemöller is a true Omnichannel retailer that has integrated cutting-edge technology into every aspect of its business: from comprehensive customer profiles for a broad base of active loyalty programme members to a digitalised recruitment and training process for retail staff. The customer journey is the heart of Hunkemöller’s business model strategy. Various “Click2Brick” initiatives have resulted in the seamless interaction of physical and digital sales environments. In the Netherlands, Germany, Spain, Belgium and Switzerland, Hunkemöller was voted Lingerie Retailer of the Year in 2018. The brand also won the Web Shop of the Year Award in the Netherlands.

About Astound Commerce

Astound Commerce is the one-stop agency for strategy, design and cutting-edge technology implementation in digital retail. Founded in San Francisco in 2000, Astound Commerce now has offices in 20 global locations and employs over 1000 people – including around 700 certified IT developers for, among others, Salesforce, SAP Hybris, Magento and IBM Watson. In 2018, it received the special honour of “Platinum Salesforce Consulting Partner”. In over 150 countries, Astound Commerce has created online shopping experiences for brands in multiple sectors, from luxury to fashion & lifestyle, food and beverage to pharmacy and much more. Its customer portfolio includes world-famous brands such as Adidas, Beyerdynamic, Philipp Plein, Versace, Jimmy Choo, L’Oréal and Under Armour. Visit for more information.