HEMA to roll out international store formula in all Benelux stores
Homewares retailer HEMA is planning to convert nearly all stores in the Benelux to its international store formula following a successful pilot in the Netherlands and Belgium.
The new format will start rolling out in the spring and the company is aiming to convert 386 smaller stores in 26 weeks. It is also launching a pilot in a number of larger stores and, if successful, will convert the remainder of its larger stores to the international formula in 2018.
Tjeerd Jegen, chief executive of HEMA, said: “Our stores are very popular abroad, also among Dutch travellers. Of course customers also love our stores in the Netherlands and Belgium, but we have noticed a clear difference.
“Thanks to the transparent and fresh lay-out of our international stores, it is much easier for our customers to find the products they are looking for.
“In the Netherlands, customers still spend too much time searching, and it is not as easy to inspire our customers.”
HEMA operates than 700 stores in seven countries including the UK.
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