HEMA's strategy attracts more customers, and increases turnover and profits
HEMA has once again achieved strong financial results in 2024 thanks to its clear and customer-focused strategy. Gross turnover amounted to €2.2 billion, an increase of 2%. Operational profit (adjusted for one-off effects) grew by 5% to €93 million. These positive results are due to higher turnover in both stores and the online shop, despite challenging market conditions.
Saskia Egas Reparaz, HEMA CEO: "I am proud of the results we achieved in 2024. The number of customers and sales volume have continued to rise. Our turnover, profit and customer satisfaction levels have also increased. This is a clear sign that our strategy is working: HEMA is truly HEMA again. This is quite an achievement in a year when the market was once again challenging, with rising costs and disruptions in the supply chain. Thanks to the commitment of our employees and franchisees and the support of our shareholders, we were able to continue investing in our brand. In 2024, we invested over €60 million in the refurbishment of 125 stores and in our product range.
stores and customers
In 2024, a quarter of the Dutch stores were refurbished according to the HEMA 100 concept: logically laid out, fresh and welcoming. The results of these refurbished stores are positive, with higher sales figures and more and more young people discovering HEMA. The HEMA Café was also introduced, which ties in well with the refurbished store concept. Customer satisfaction, measured in NPS, has risen further.
products that last longer
In 2024, HEMA's product range was further improved by making it more practical, more attractive and better. Products with the recognisable HEMA design will continue to be affordable, last longer and, as such, better for the world we live in. In 2024, HEMA introduced a completely new range of personal care products: 100% vegan and free from microplastics. The cocoa for our chocolate letters is also sourced through Tony's Open Chain. Through this, HEMA is contributing to a liveable income for cocoa farmers. Although HEMA sold more items, CO₂ emissions fell by 16%.
looking ahead
Saskia Egas Reparaz: “Our course is clearly paying off. We will continue to build on this solid foundation. We will continue to invest in people, stores and products that last longer and are therefore sustainable in terms of quality. In 2025, we will open approximately 125 refurbished stores and more than 20 new locations. We remain focused on efficiency and cost savings to ensure that our products continue to be affordable for our customers. Things are still tough in the retail sector. Rising costs for purchasing and labour are still a challenge. We're also looking at the geopolitical situation and making sure everyone's on the same page in the European market. We are confident in the course we have set and will continue to build a better everyday life in a more beautiful world for our customers. So that HEMA can celebrate its 100th anniversary next year in good health."
HEMA's financial year runs from February 2024 to January 2025.