US based investment firm, Redwood Capital Management has recently acquired Hunkemöller, a European lingerie brand amid the brand’s ongoing transformation programme. Redwood Capital has emphasised that they are committed to the brands’ long-term growth prospects and the investment is directed to Hunkemöller’s strategic vision.
In addition to this, the lingerie brand is amidst an ongoing ‘transformation’ which aims to bolster their customer engagement segment, improve operations and speed up global and internal expansions.
Hunkemöller CEO Brian Grevy stated they look forward to the collaboration and they are focused on providing an unmatched omni-channel customer experience and solidifying their position as a top brand in their segment.
The brand iterated their key challenges which includes inflation, shifting demands of the consumer market and unstable global supply chain. Nonetheless, Hunkemöller’s transformation programme intends to overcome the obstacles and achieve revenue growth.
The key aspects of the strategy include strengthened brand positioning, omnichannel capabilities and the retail experience, expanding marketing investments, launching new e-comm platform, and using AI driven statistical data among others.
Hunkemöller has strongly emphasized that with the help of the new company ownership and financial investments, the brand is establishing a ‘future-proof business’.
