HEMA focuses on core countries for sustainable strategic growth

Following a careful strategic analysis, HEMA has decided to focus on its core markets namely the Netherlands, Belgium, Luxembourg and France. Within these countries, HEMA will focus on its own online channels and shops. Germany and Austria have been identified as potential growth markets and will be further explored in terms of customer potential. The cooperation with Jumbo Supermarkets, where HEMA shelves are located in the Jumbo supermarkets, will be further expanded.


HEMA ends its collaboration with the online retailer Wehkamp. The wholesale cooperation (shop-in-shop) in France with supermarkets Franprix and Casino-GĂ©ant is also discontinued. Master franchises outside Europe will also not be developed further Master franchises outside Europe will also not be developed further. The existing contracts in the Middle East and Mexico will be respected.


These decisions are in line with HEMA's previously communicated strategy and pave the way to focus on the company's own shops and online channels, where a leading position in the market of everyday life and sustainable growth are possible.


Saskia Egas Reparaz, CEO HEMA: "It is important that HEMA focuses on its own shops and online sales channels within the chosen core countries. Unfortunately, we have to say goodbye to channels that fall outside of this scope for the time being. We have evaluated our entire portfolio. By making this choice, we can better utilise growth opportunities in the future. This is better for HEMA, its employees and its customers in the long term."

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