HEMA's new course catches on
More customers and increase in sales and profits
The number of customers buying from HEMA in stores and online grew by almost 35% in 2022. HEMA's gross sales increased by 20% to 1,966 million euros in FY2022*. These results reflect the success of the course initiated two years ago to make HEMA truly HEMA again. "Customers are coming back to us more and more often," explained Saskia Egas Reparaz, CEO of HEMA. "With our colleagues, entrepreneurs and suppliers, we were able to stay the course last year and respond to the tough conditions in the retail industry with falling consumer confidence, rising costs for energy, raw materials, rents and sharply increased labour costs."
"HEMA wants to offer all everyday necessities around the clock for our customers with a range of products that are nicer, more practical, better and last longer," continued Saskia Egas Reparaz. "Customers appreciate the sustainable quality that HEMA offers at an attractive price. Good-quality products last longer, which is good for our customers' wallets and for the environment."
Sustainability is an essential part of the strategy that HEMA implements in all aspects of its operations. HEMA takes sustainability into account right from the design phase of a product, not limiting itself to the development and production phase, but also including the use phase and post-use phase. Today, HEMA publishes its sustainability report on 2022 reporting on its activities, results and ambitions regarding sustainability.
"Climate change is a global challenge, in which HEMA bears responsibility. This is why we conducted a baseline measurement of HEMA's environmental impact, such as CO2 emissions, in 2022. Based on this, we have set firm CO2 reduction targets for HEMA," said Saskia Egas Reparaz. To contribute to CO2 reduction, HEMA wants to reduce CO2 emissions from its own operations (scope 1 and 2) by 75% in 2030 compared to 2019, and half those from other activities in the chain (scope 3)**. In addition, HEMA is committed to the long-term goal of being climate neutral by 2050.
In 2021, HEMA wrote black figures for the first time in years, and in 2022 pre-tax profit grew to 31,6 million euros. HEMA invests profits entirely in the development of products, stores and employees. The investment in products focuses on an attractive range of sustainable quality for every moment of the day.
HEMA's new course will also be visible with a revamped shopping experience. In March and April, four HEMA stores in Hilversum, Alkmaar, Voorburg and Assen reopened as completely refurbished HEMA shops after intensive refurbishment. In these four stores, HEMA is testing a wide range of new concepts with customers. Within a short time, it has already become clear that these revamped stores are highly appreciated with their fresh look and pleasant shopping experience. The results of these four stores are excellent. This is why HEMA will expand the test and completely revamp more stores before the summer.
"Thanks to the dedication and commitment of our employees, we are making HEMA truly HEMA again. That is why we invest in our employees and underline the appreciation with pay increases," said Saskia Egas Reparaz. The majority of HEMA employees will receive a total of around 15% pay rise in 2023.
"HEMA has a solid financial base for further growth. The positive response from customers to our course to make HEMA truly HEMA again gives us confidence that we will continue to strengthen our position and results in the coming years," concluded Saskia Egas Reparaz.
*Financial year from February 2022 to January 2023
** CO2 reduction target for scope 3 is 46.2% in accordance with SBTi. Reduction targets HEMA submitted to SBTi