Tommy Hilfiger opens its first store dedicated to underwear

By

Rüdiger Oberschür

Translated by
Barbara Santamaria

Published
Aug 28, 2018

Tommy Hilfiger has opened its first ever underwear store in Dortmund, Germany. The shop is located in the Thier-Galerie shopping centre and occupies 75 square metres of retail space. It is the brand’s 45th store in Germany and the latest addition to its global portfolio.

The store interior features polished steel fittings, glossy white display tables and the brand’s signature red, blue and white colour blocks on the walls.

Images from the label’s latest global advertising campaign are featured on large screens, while in-store iPads give customers the option to place orders on the brand’s online store.

The store is dedicated to Tommy Hilfiger’s underwear range, showcasing the Autumn/ Winter 2018-2019 collection which celebrates American classics and is designed to give a modern twist to the brand’s distinctive design.

The styles features contemporary cuts, lightweight materials and minimalist details in a colour palette that ranges from grey to pink to blue.

Most recently, Tommy Hilfiger launched its restaurant People’s Place in Germany with an inaugural branch in Düsseldorf.