Renowned European lingerie brand, Hunkemöller International B.V., has successfully transitioned to the cloud, opting for the RISE with SAP solution to deliver personalised experiences to customers and meet escalating demand. The announcement marked an important milestone as Hunkemöller migrated from an on-premise system to the SAP S/4HANA Cloud Private Edition in collaboration with Google Cloud. This strategic move signifies Hunkemöller’s first step in its digital transformation journey, aspiring to become a data-driven enterprise.
Operating more than 850 retail stores and 15 online platforms in 23 countries, Hunkemöller required a scalable technology infrastructure to align with its rapid expansion. The brand employs an omnichannel sales strategy, encompassing its own stores, wholesale channels, and international franchises. The emphasis on robust wholesale activities prompted the decision to transition to the cloud, seeking a technologically advanced infrastructure that offers flexibility, personalised customer insights, and innovation for sustained growth.
The adoption of SAP S/4HANA positions Hunkemöller to streamline its business operations, spanning design, wholesale, and retail, all consolidated on a single platform. This unified approach facilitates faster delivery of collections across channels, optimisation of inventory and costs, and an increase in profit margins.
Gordon Smit, Hunkemöller’s Global IT Director, expressed enthusiasm about the collaboration, emphasising the brand’s commitment to providing a more personalised experience for its extensive customer base. Smit highlighted the aspiration to anticipate customer repeat purchases and deliver targeted offers at the opportune moment, noting that their efforts with RISE with SAP have positioned them for this next phase.
The trend of fashion brands turning to SAP is notable, driven by a desire for improved supplier collaboration and enhanced visibility across production and sales processes, spanning the entire supply chain.
