Dutch high street staple Hema opened a new-style outlet in Tilburg on Thursday where the emphasis has shifted subtly towards food, the Telegraaf reported on Friday.

The paper said Hema is targeting healthy eating, with salads, home-made fries, fresh pastas, pizzas, sandwiches and fresh soups, all prepared on the premises while the customer waits. Hema chief Tjeerd Jegen told the paper everything will involve 100% fresh ingredients.

British venture capital fund Lion Capital has owned Hema for 10 years and has twice tried to divest it in that period. Lion expects to be rid of Hema next year, but this could occur either through a sale or a stock exchange launch, the Telegraaf said.

Jegen has pumped millions of euros ino the Hema store in Tilburg which is meant to serve as a model for future Hemas elsewhere in the Benelux counties. ‘We want everyone to come to us for a meal, not just Hema shoppers,’ he said.

Jegen claims the food will increase traffic to Hema stores. ‘In the past people came to Hema to shop. Now we think they’ll come in for a good meal and then do their shopping,’ he told the paper.

Jegen also forecast double-digit sales increases in the stores as a result of the revamp. Food has higher margins than other goods sold by Hema and now accounts for  one-third of all Hema sales.