Hunkemöller, Europe’s leading lingerie brand retailed in India through Reliance Brands Limited (RBL), hosted an invitation-only two-day brand retreat in Pune on 17–18 March 2026 — marking a decade of presence in the Indian market with an experiential activation format rather than a conventional retail launch.
Held at Hotel Irada, a vineyard estate, the event brought together digital creators and entertainment personalities under the banner of Hunkemöller House — a residential-style brand experience where guests interacted with the brand’s swimwear and nightwear collections through curated stays, poolside gatherings, and intimate dinners, rather than structured presentations.
The India edition follows similar activations in Austria in 2024 and Ibiza in 2025, indicating a globally consistent shift in how the brand approaches market engagement — moving away from traditional showcases toward community-led, immersive formats.
“Hunkemöller House is about creating space — both physical and emotional — for women to feel confident, at ease, and completely themselves,” said a spokesperson from Reliance Brands Limited. “It’s a more personal way to experience the brand, one that reflects how women live, move, and connect today.”
RBL, which operates over 1,590 stores across India and counts brands such as Armani Exchange, Burberry, Versace, and Jimmy Choo among its portfolio, has backed Hunkemöller’s India presence since the brand’s entry into the market ten years ago.
Founded in 1886, Hunkemöller operates across a range of categories including lingerie, nightwear, swimwear, and accessories, and positions itself on the dual pillars of European craftsmanship and inclusive sizing. Its India retail presence spans RBL’s network of standalone stores and shop-in-shop formats.
With the Hunkemöller House format now active across three international markets, the brand appears to be standardising experience-led marketing as a core pillar of its global expansion strategy.
