Dutch high street staple Hema to get an ‘international’ makeover
Retail chain Hema is going to overhaul most of its shops in the Benelux, in line with the styling adopted at its successful outlets abroad.
‘The store formula Hema developed several years ago for its stores outside the Benelux has been a major hit with customers in the Netherlands and Belgium,’ the company said in a statement.
The international stores are divided into ‘worlds’ to make them easier to navigate, the company said.
In the new layout tights will no longer be displayed alongside men’s socks or women’s underwear next to boxer shorts. The displays will be centred around themes so that products to do with children will be in one place, as will those aimed at men or women.
‘The Dutch experiment shows that the new layout leads to a higher turnover,’ the Volkskrant quotes Hema spokesman Arnold Drijver as saying.
Hema, which is owned by Lion Capital, will start rolling out the international store formula in the spring, starting with its 386 smaller stores. Hema is also launching a pilot in a number of its larger stores. If this proves successful, the remainder of its larger stores will convert to the international formula in 2018.
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