Heritage
A house, in its own words
Wilhelm Hunkemöller and his wife Josephina Lexis opened a modest shop on Amsterdam’s Prinsengracht in 1886. Their early catalogue featured finely crafted undergarments and accessories, a niche that quickly earned a loyal local clientele. By the turn of the twentieth century the family store expanded to several Dutch cities, establishing a reputation for quality and discreet service. After two world wars, the brand modernized its retail concept, introducing bright storefronts and a focus on inclusive sizing that resonated with post‑war consumers. The late 2000s marked a strategic pivot toward lifestyle branding; executives recognized that scent could extend the intimate experience already associated with the label. In 2011 the house released its first perfume, “Bodique,” a warm amber composition that debuted in flagship stores. Building on that momentum, “Sexy Pink” arrived in 2015, echoing the brand’s signature color palette while offering a fresh, fruity‑floral blend. “Forever Pretty,” launched in 2018, targeted a younger audience with a light, uplifting aroma. The year 2023 proved prolific: four new fragrances—“Rose Verse,” “Vivid Wonder,” “Sweet Sparkle,” and “Blooming Fierce”—entered the collection, each designed to complement the brand’s seasonal apparel lines. Throughout this evolution, Hunkemöller has kept its headquarters in Amsterdam, preserving the family‑owned spirit that guided its first customers more than a century ago. Hunkemöller treats fragrance as an extension of personal confidence. The house believes that scent should be as easy to wear as a favorite bra—nothing pretentious, everything empowering. Its creative brief asks perfumers to capture moments of everyday joy, from a sunrise walk along the canals to a night out with friends. The brand avoids niche exclusivity; instead it offers transparent pricing and widely available retail placement, ensuring that anyone can add a signature note to their routine. Sustainability informs every decision, from ingredient sourcing to packaging, reflecting the company’s broader commitment to responsible fashion. By aligning scent with its core values of inclusivity, playfulness, and modern Dutch design, Hunkemöller creates a cohesive narrative that invites customers to express themselves without compromise.