Amsterdam, May 30, 2017 – Storeage, the Seattle based retail design agency, with offices in Amsterdam and Shanghai, worked with Hunkemoller designing the lingerie-brand’s first stand alone store focused entirely on sportswear. HKMX, as the new store concept is named, features a true lingerie approach to sports underwear. Focusing on fit first, and on type of activity second, the range of sport’s bras is organized according the regular size chart for women’s bras, rather than trying to invent a new system which seems to be characteristic to so many sports retailers entering this market.

The resulting bra wall is the centerpiece of the store’s lay-out. Various sports collections, amongst others from the Dutch supermodel Doutzen Kroes are organized around that bra wall. As a new entry in the European retail landscape the store-design features the X from the logo pretty dominantly on the ceiling and in the wooden lats behind the service counter. As Leendert Tange, Chief Creative Officer of Storeage puts it: “The X marks the energy and excitement so typical to sports. It also symbolizes the ‘feeling good about yourself’ when doing sports, the X-factor if you like.

It simply felt appropriate to celebrate that part of the brand’s identity, not to mention it creates instant distinction.” Other references to sport are found in the wall- and floor fixtures, materialization of walls and furniture pieces, the locker room references in the fitting room doors, all leaving no doubt HKMX is here to take sports for women serious. Leendert, who worked with Nike in the past, is no stranger to sports. With Storage he worked for brands like Onitsuka Tiger, Asics, Nike and Under Armour to name a few. No wonder the agency won the pitch to bring Hunkemoller into the world of sport.

Working closely with the Hunkemoller team the agency added a level of digital design to the brand with the introduction of a body scan that allows customers of HKMX to have their body scanned and get a personalized advice on their best fitted sports underwear. Originally designed to facilitate the sales process the body scan slowly starts to become a tool that also drives return visits as bodies change over time, and for sure when the consumer starts to work out in their new HKMX sports apparel.

Couple that with screens where consumers can leave feedback, order out of stock items and are informed on new releases the store has successfully integrated technology into the buying process. At the moment Hunkemoller has opened two HKMX stores, one shop-in-shop in Amsterdam, NL and a stand alone in Berlin, Germany. Having just tested the stores the future looks bright for Hunkemoller. Consumer response is overwhelmingly positive and more stores are to open soon across Europe.

Design: StoreAge
Photography: Our Own