Amsterdam – With a clear and successful strategy and a sharp focus on the customer, HEMA once again delivered strong results in 2025. This has enabled HEMA to enter its special 100th anniversary year with confidence. Despite challenging market conditions, HEMA continued to grow: more customers are choosing HEMA more frequently, both in-store and online. This growth demonstrates that HEMA’s strategy is working: offering affordable quality, an enjoyable in-store and online experience, and accelerating the upgrade of its stores. At the same time, HEMA has further strengthened its supply chain and made it more sustainable. The success of this approach is also reflected in customer appreciation: HEMA has been named the most customer-friendly retailer in the Netherlands. In 2025, HEMA achieved growth in both revenue and profit. Gross sales amounted to €2.3 billion, a 5.6%*. Operating profit (adjusted for one-off effects) rose by 16.1% to €108.2 million. Profit before tax increased by 48% to €59.4 million. 

Products that last longer 

HEMA is attracting more customers, particularly thanks to its renewed and expanded assortment. Products featuring the distinctive HEMA design remain affordable, last longer, and are therefore better for the world around us. Growth was visible across all categories, from everyday essentials to food, beauty, and seasonal items. HEMA also introduced new, standout products, such as a renewed lipstick range with refillable lipsticks, and the new PUUR tableware line, timeless, stackable and produced in Europe. Online, HEMA continued to develop strongly as well, offering an even better customer experience. 

Stores in motion 

An increasing number of HEMA stores are being updated with the new HEMA 100 look and feel. In 2025, 125 stores were converted to the new concept. Franchisees are also actively joining in, opening 82 newly updated stores. HEMA is proud of the enthusiasm with which franchise partners are embracing the new concept and helping to build the brand’s future together. In total, 300 out of 770 stores have now been refurbished. The updated stores are delivering strong results: satisfied customers, more visitors, and improved sales. HEMA now sources 100% wind energy for its stores in the Netherlands, one of the reasons CO₂ emissions were further reduced in 2025. 

Saskia Egas Reparaz, CEO HEMA:  

“HEMA celebrates its 100th anniversary this year. We are proud to start this milestone year from a position of strength. We continue to build steadily in a challenging world. For HEMA, this is not a moment to slow down. With affordable quality, a pleasant in-store and online experience, and our renewed HEMA 100 stores, we demonstrate that our strategy is delivering results. That is why it is reassuring that HEMA, together with the Van Eerd family, has a long-term owner that truly fits our company. Our colleagues, whether they work in stores, online, or behind the scenes, bring HEMA to life every day through their energy, craftsmanship and pride. We see this reflected in high employee satisfaction as well as in strong customer appreciation. In 2026, HEMA has once again been named the most customer-friendly retailer in the Netherlands, for the third consecutive time. For us, this confirms something very simple: what works well for our people also works well for our customers. That is why we will celebrate this anniversary together - with our customers, our partners, and certainly also with our colleagues and franchisees. I am very much looking forward to celebrating our 100th anniversary with all our colleagues at the Ziggo Dome on 24 May.” 

HEMA’s financial year runs from February 2025 through January 2026.  

*Adjusted for the additional trading week in 2024. Financial year 2025 consisted of 52 weeks, compared to 53 weeks in financial year 2024. 

At HEMA, we look not only at quality and comfort when designing our products, but also at what happens to them after use. For example, where possible we limit the amount of elastane, so textiles can be recycled more easily without compromising quality. Marieke de Haan-Doolaard, Director of Sustainability at HEMA, says: ‘The most important thing is that our products last as long as possible. Our design and quality team make sure of that. We see the collection bins as part of our responsibility to ensure that products can become raw materials again. We are affiliated with the UPV Textiel Foundation and contribute to the Dutch goal of collecting 75% of all textiles sold by 2030 for reuse or recycling. This prevents clothing from becoming waste and allows us to reuse materials wherever possible.’

sorting and recycling
In more and more HEMA stores, you’ll find collection bins for used textiles. The collected materials are picked up by Drop&Loop (part of Wolkat) and taken to the Wolkat sorting centre in Tilburg. There, they are sorted into reusable textiles, non‑reusable textiles and residual materials. Around half of the items get a second life; these go to second‑hand shops and wholesalers. The remaining half is processed into new yarns, which are further developed and used in different fabrics and recycled products. Some is also used for felt production. The entire process, from sorting to product development, takes place under one roof in Tangier, Morocco. These yarns, fabrics and products are supplied to well‑known companies in sectors such as home textiles and fashion. Philip Boumans, owner of Wolkat, says: ‘HEMA has a clear mission and vision on sustainability. This fits perfectly with us as an innovative textile‑recycling company. For us, it’s important to have the right match with a partner, because we always want to work and operate with a long‑term and sustainable approach.'

join in?
Products that last as long as possible are good for the planet and for your wallet. The design, the materials we use, and the collection bins all contribute to this. We also help customers keep their products looking good for as long as possible and make it fun and easy to pass on clothing. On our website and packaging, for example, we share washing tips. We also offer practical videos showing how to repair clothing, such as fixing a hole in trousers or shortening a pair of pants. You can hand in your clothing or household textiles at a HEMA collection point. It takes little effort and helps reuse materials. Suitable items include clothing and towels; shoes and raincoats cannot be handed in. For every drop‑off, you receive a 10% discount on a new textile item at HEMA.

Saskia Egas Reparaz, CEO of HEMA, says: “The completion of HEMA’s full acquisition by the Van Eerd family is a wonderful way to begin our 100th anniversary year. Last week, we kicked off this special year with a campaign that celebrates our love for everyday life, supported by the special anniversary song by Guus Meeuwis. Today’s news makes our centenary year even more festive: it gives us a solid foundation for further growth. We see many opportunities to raise the bar again – from renewing our stores to improving and innovating our products and enhancing the customer experience further. We are curious and excited about intensifying our collaboration within Van Eerd Retail. The family has shown in recent years that they believe in HEMA. With this step, we can continue to invest in our customers, our stores, our products and our employees.” 
 

Colette Cloostermanvan Eerd, Chair of Van Eerd Retail: “We are extremely pleased that we have been able to complete the acquisition of HEMA so smoothly. We look forward to supporting HEMA in its next phase of growth from within Van Eerd Retail. HEMA begins its 100th anniversary from an exceptionally strong starting position. Now that we have received the necessary approvals and the positive advice from HEMA’s Works Council, we also have the green light to explore how HEMA and Jumbo Supermarkets, as two strong independently operating brands, may reinforce one another. In the coming period, teams from HEMA and Jumbo will analyse how we can make our customers even happier.” 

Donation per plush toy sold
Together with Fiep Amsterdam and Singel Publishers/Querido, HEMA will donate one euro for every Takkie or Siepie plush toy sold to the Stichting Kinderziekenhuizen van Oranje (Orange Children’s Hospitals Foundation). This foundation represents six academic children’s hospitals in the Netherlands and is committed to the mental health of seriously ill children. The donation campaign runs from December 6 until Christmas.

Love for everyone
“Last year, with Takkie and Siepie, we showed that happiness often lies in small things,” says Anouk van Mierlo, senior campaign manager at HEMA. “This year, we’re going one step further: doing something for someone else and making that truly tangible. Because the most beautiful thing we can give during the holidays is love.”

The new Christmas commercial can be watched via this link.

• The Van Eerd family acquires all HEMA shares from Parcom – moving from 50% to full ownership.
• With a strong management team, HEMA is once again truly HEMA after five years of investment in product quality, employees, customers, stores, and an innovative assortment.
• HEMA is ready for the next phase of development and growth through further improvements to the customer experience.

Mississippi Ventures, the investment vehicle of the Van Eerd family and owner of Jumbo, is acquiring the remaining 50% of HEMA shares from Parcom after five years. Following nearly five years of investment in product quality, employees, customers, stores, and an innovative assortment, HEMA has achieved growth in revenue, volume, profit, and customer satisfaction. HEMA is once again truly HEMA. Full ownership by the Van Eerd family reflects their philosophy that Jumbo and HEMA, as two strong independent brands, can reinforce each other. It also enables HEMA to continue investing in the brand and customer experience in the coming years, further developing its growth and appeal.

In recent weeks, HEMA presented the next step in its growth strategy, aimed at further expanding revenue, volume, profit, and customer satisfaction. HEMA will continue investing in improving and modernising products and stores. An additional 100 stores will be refurbished and 15 new stores will be opened, including expansion in Belgium and France. Furthermore, HEMA is optimising the integration of in-store and online experiences, building on its strong online growth.

Saskia Egas Reparaz, CEO of HEMA: 
“Despite the challenging retail market, HEMA is performing strongly. In the first nine months of 2025, we achieved growth in revenue, volume, profit, and customer satisfaction. To maintain this momentum and because we believe there is still significant potential in the HEMA brand, we are raising the bar. We have shared this ambition with our employees, franchisees, suppliers, and partners in recent weeks. We will continue investing in attractive stores and friendly, engaged employees. We are constantly improving and innovating our assortment, focusing on clothing, seasonal moments, home, and personal care. To remain affordable in times when everything is becoming more expensive, we organise the process from product sourcing to store shelf as efficiently as possible. We do this together with our 17,000 colleagues, franchisees, suppliers, and partners, always guided by our mission: a better everyday life in a more beautiful world.”

“HEMA is once again truly HEMA”

Saskia continues:
“For HEMA, it is an important milestone that the Van Eerd family is acquiring the remaining shares from Parcom. And it is a wonderful start to our 100th anniversary year. Over the past years, we have received tremendous support from our shareholders. Parcom and the Van Eerd family have played a key role in HEMA’s transformation, and together we succeeded in restoring growth. Always in a highly professional, but above all pleasant and constructive manner. HEMA is once again truly HEMA. It is therefore great to enter the next phase with a long-term owner. They know our sector inside out and, like us, care deeply about customers. Jumbo and HEMA are two brands that play a role in customers’ everyday lives. We have seen how valuable that is in recent years. We look forward to this next phase of our collaboration.”

Colette Cloosterman-van Eerd, on behalf of the Van Eerd family:
“Almost five years ago, we became a shareholder in HEMA, and I can only say that we have fallen even more in love with the brand. It is impressive to see how Saskia and her team have brought the soul back into HEMA and returned it to growth. At HEMA, everything revolves around a great customer experience. HEMA dares to invest in quality, convenience, enjoyment, and staying affordable. That is crucial for successful retail. Together with Parcom, we have ensured that HEMA is once again rock solid and ready for the next growth phase. We have chosen to fully support that next phase. Employees, franchisees, customers, and suppliers of HEMA can count on that. Retail has a few iconic names in the Netherlands, including HEMA and Jumbo. Both have a rich history and a shared love for everyday life. We are convinced that HEMA and Jumbo, as two individually strong brands, can reinforce each other in various ways. Next year, HEMA celebrates its 100th anniversary – a remarkable milestone – and we are extremely proud to celebrate that as owner.”

Bas Becks, Parcom:
“When we became a shareholder in HEMA almost five years ago, in the midst of the COVID-19 pandemic, we promised to bring HEMA into calmer waters. In a highly unusual market context, the HEMA team succeeded in making HEMA a store where people love to shop again. HEMA is now ready for the next phase of growth, which requires an engaged and experienced shareholder with a true retail heart. That is exactly how we have come to know the Van Eerd family over the past five years. For HEMA, this is a fantastic starting point for the continuation of its great performance.”

The proposed transaction is subject to customary conditions, including competition clearance and advice from HEMA’s works council.

The 28-year-old Ghanaian cocoa farmer and Fairtrade Youth Ambassador Felix travelled to the Netherlands specifically to share his personal story about life on a cocoa farm, the challenges farmers face, and the positive impact Fairtrade has on his income, cooperative, and community. Together with representatives from Fairtrade Netherlands, Felix illustrated what fair trade looks like in practice and how HEMA’s sourcing choices directly contribute to improved living conditions for cocoa farmers and their families. 

Felix grew up on his parents’ cocoa farm in Ghana as one of five children. All three sons entered cocoa farming, and Felix started his own small-scale farm at the age of eighteen. Many cocoa farmers in his region live on an average of just 0.76 dollars a day, and his family also had to make do for years with an insufficient and unpredictable income. Now that they are Fairtrade-certified cocoa farmers, Felix was finally able to do something that had long seemed out of reach: attend university. 

During the visit,  Felix spoke candidly about the conditions many cocoa farmers work in: how extreme droughts can severely affect the harvest, and how high labour costs and international regulations make it difficult for farmers to make ends meet. His story highlighted the vulnerabilities that exist within the cocoa supply chain and why structural improvements are essential—especially at the source. As Felix expressed it: “I am proud to be a cocoa farmer, because I feed the world.” 

Fairtrade Netherlands explained how local Fairtrade teams support farmers like Felix. Farmer organisations receive a minimum price and a premium for community investments, such as schools. Fairtrade’s goal is structural change in food systems such as cocoa: strengthening farmers’ positions, improving incomes, and supporting them in shaping their future with more knowledge, security, and decision-making power. 

With the session, HEMA reaffirmed its ambition to make a positive contribution to the cocoa supply chain, particularly in the areas where that impact is most needed. By working with organisations like Fairtrade and Tony’s Open Chain, HEMA continues to build on transparency, better working conditions, and sustainable agricultural practices. The insights shared by Felix and Fairtrade Netherlands once again highlighted that fair trade is not only a choice for today but also an investment in a sustainable supply chain for the future. 

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. 

stores

HEMA opened nine new shops in its core countries (the Netherlands, Belgium and France) in 2023, including the 100th shop in Belgium. Last year, 19 shops in the Netherlands were also converted to a new shop concept. In addition, HEMA invested in improving its online channel in 2023 so that physical and online shopping complement and enhance each other seamlessly.

HEMA will reinvest the 2023 profits entirely in the development of products, shops (physical and online) and employees. In 2024, HEMA will convert around 125 shops to the new shop concept and expects to open around 15 new shops, 10 of which will be in Belgium and France.

sustainable by design 

An important part of HEMA's direction is to develop products that are nicer, more practical, better and last longer. In recent years, investments have been made in products with real HEMA design and higher quality at a good price.  ‘We design almost all our products ourselves and have them produced especially for HEMA. We call this “sustainable by design”, because starting from your own design, you can incorporate good ideas regarding sustainability throughout the life cycle from development to consumer use’, says Saskia Egas Reparaz. ‘And we can thereby ensure that products are sustainable and affordable.’

HEMA will continue to invest in making its production chain more sustainable: ‘We are always working to reduce our CO2 emissions, ensure decent working conditions in the production chain and have more items produced closer to home. We recently opened a procurement office in Turkey in addition to the procurement offices in Asia. Our goal in the coming years is to transform HEMA from “a company that does sustainable things” to “a sustainable company”.’

looking ahead  

‘The course set since 2021 is bearing fruit and the results give us a strong foundation for the future,  but conditions in the retail sector remain as challenging as ever, with rising procurement and labour costs, technological innovations and the geopolitical situation. So we remain keen on costs and continue to invest in our people, products and shops and further growth and sustainability of our business. The appreciation from our people, partners and customers gives us the confidence to further strengthen our position in the market on our way to our 100th anniversary in 2026’, concludes Saskia Egas Reparaz.

*Financial year from February 2023 to January 2024

Sustainability 
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. 

CO₂ reduction 
"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. 

Investing  
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. 

Looking ahead  
"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 

Jurriaan Pouw is een echte finance professional met ruime kennis en ervaring in de retail. Hij begon zijn loopbaan bij PricewaterhouseCoopers en sinds 2003 werkte hij in verschillende financiële rollen bij achtereenvolgens C1000 en Jumbo. Na de overname van C1000 door Jumbo was hij enkele jaren financieel directeur van C1000. Daarna heeft hij in de rol van finance director, en sinds 2018 als eindverantwoordelijk ecommerce manager, leidinggegeven aan de sterke groei en doorontwikkeling van ecommerce binnen Jumbo.

New strategic direction 
The management change comes at a logical time. Thanks to the new shareholders, HEMA is financially healthy once again. A new strategic course has been set out in which HEMA is focusing on the core markets of the Netherlands, Belgium, Luxembourg and France. Within these countries, HEMA is devoting attention to the growth of its own online channels and stores. The recently presented strategic direction means that the role and focal areas of the CFO will also change.

Saskia Egas Reparaz, CEO of HEMA, comments,  "Joost has made an important contribution to the restructuring and sale of HEMA, as well as the transition to the new owners. He was closely involved in the development of the new strategic direction and played a crucial role in the sale of the HEMA bakeries. I am very grateful to him for his efforts. Together with all HEMA colleagues, I wish Joost every success for the future. I am delighted to welcome Jurriaan and look forward to working with him."

Joost de Beijer, CFO of HEMA, comments, "It was an exciting time at HEMA. I am pleased and grateful that I was able to guide the company through this financially. Now that HEMA is in calmer waters and the focus of the CFO role is more on the implementation of the strategy, I feel the time is right to close this extraordinary chapter in my career. I wish Jurriaan every success in his new challenge."

The sale is part of the strategic focus that HEMA will be implementing in the coming years. The bakeries will remain closely associated with the HEMA brand as suppliers. This will allow the craftsmanship of the bakeries to be put to better use and will enable HEMA to focus even more on selling the products.

Saskia Egas Reparaz, HEMA CEO: "We are looking forward to working with BACU to strengthen the pastry craft. With this, we will continue to surprise and delight the HEMA customer today and tomorrow with the most delicious pastries in the Netherlands."

The cooperation with JUMBO Supermarkets regarding food is further strengthened by the new partnership, while both companies continue to carry their own products. By combining forces, the largest (pastry) bakery in the Netherlands is created. At the time of the acquisition of HEMA by Parcom and Mississippi Ventures, Jumbo provided a loan of 50 million, with the bakeries serving as collateral. As part of the transaction with BACU, this loan will now be repaid. Further financial details will not be disclosed.

BACU is a family business that has been around for more than 100 years. Since 1903, BACU has grown into a large industrial bakery company where about 550 employees work daily to supply 700 shops with bread and pastries. BACU will have two business units in the future: BU HEMA and BU Jumbo. Both business units are independently responsible for commerce, operations and product development and will bake their own products. "We are proud to welcome the HEMA bakeries to BACU. A step that will certainly bring us, our people and our clients many great things" said Thijs and Jan Aldenhuijsen, directors of BACU

A better everyday life means that HEMA is always nearby for the customer. HEMA has a strong network of company-owned and franchised shops in its core countries of the Netherlands, Belgium, Luxembourg and France. Additional investments will be made in the shops to enhance the shopping experience and ease of shopping. The digital channels will be further developed at an accelerated pace to create a seamless connection with the shops. The omni-channel approach is also being invested in the growth markets of Germany and Austria.

With its 750 shops and 19,000 employees, HEMA offers 32,000 products and services. HEMA will focus on sustainable quality, recognisable Dutch design and a good price for these products and services. The collaboration with Jumbo will be further expanded. In addition to the HEMA shelves in the Jumbo shops in the Netherlands and Belgium, we will soon start the first pilots in which new food concepts will be tested within HEMA together with Jumbo.

CEO Saskia Egas Reparaz: "In our mission to make everyday life better and the world a bit more beautiful, HEMA focuses on durable goods that last longer and thus, together with our customers, we are helping to reduce the CO2 footprint. In doing so, we are increasingly moving away from the disposable society. We continue to opt for products that are recognisable by their typical Dutch design, that are produced sustainably and that are affordable for everyone. In short, HEMA will once again do what it has always been good at, in a way that reflects the spirit of the times. 

Thanks to the new owners, HEMA is once again financially healthy. Now it' s time to work on the future. And we will start immediately! HEMA will be HEMA again, and in the coming weeks, people will notice that. With the holidays just around the corner, we're going to give our customers the familiar HEMA feeling again, with an eye for tradition and innovation."

HEMA ends its collaboration with the online retailer Wehkamp. The wholesale cooperation (shop-in-shop) in France with supermarkets Franprix and Casino-Géant 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."

This decision aligns with the strategy previously announced by HEMA CEO Saskia Egas Reparaz. The strategy focuses on countries where HEMA may be able to achieve a leading position in the ‘everyday life’ and sustainable growth markets. HEMA’s departure from the UK also fits in with this strategy.

Saskia Egas Reparaz, CEO HEMA: ‘It is regrettable, of course, to have concluded that we have not managed to establish a leading market position in Spain. We are reviewing our entire country portfolio in order to focus on a limited number of countries, which will allow us to seize future growth opportunities. In the long run, this will be better for HEMA, our employees and our customers.’

This decision is in line with the previously communicated strategy of HEMA's new owners together with CEO Saskia Egas Reparaz. With the departure from the United Kingdom, HEMA is following its chosen path for the coming years: sustainable growth in its core markets.

Saskia Egas Reparaz, CEO HEMA: "Of course it is unfortunate that we have to say goodbye to our colleagues and customers in the United Kingdom. HEMA started in the UK in 2014 as part of the strategy at the time to grow into an international brand. However, we never managed to build a solid position in the UK market. We are now evaluating our entire country portfolio with the aim of being able to focus on a limited number of countries, which will allow us to better exploit growth opportunities in the future. This is better for HEMA, its employees and its customers in the long term."

Loe Limpens is a well-known name in the world of design and retail. He is one of the founders of Yellow Dress Retail, an agency specialised in retail design, retail communication, and private label packaging design. Limpens: "Retail design is not a separate role within an organisation. All visible and audible expressions must fit together. The customer should receive the same message and get the same feeling, over and over again. Retail design is a 'Gesamtkunstwerk'." Earlier, he worked for Albert Heijn, among others, where he gave the private label its own identity. Limpens is on the jury of several retail design awards and is a much sought-after speaker in the field of trends, design and retail.

Sally Bendelow, the current creative director, has decided in good consultation to leave HEMA. Over the past two years, Bendelow has made a significant contribution to HEMA's product and packaging design. We would like to thank Sally Bendelow for her excellent work at HEMA and wish her every success.

RSL list

To guarantee the quality and safety of the environment and our consumers, we adhere to a Restricted Substances List (RSL list).

Materials and animal welfare

HEMA sets criteria for sourcing raw materials for our products through quality labels and animal welfare. Follow this link to find an overview.

Sustainable packaging

HEMA's goals on the use and reduction of packaging are given below:

• Less consumer packaging* (-25% by 2025 compared to 2019)
• Less plastic in consumer packaging** (-25% by 2025 compared to 2019)
• At least 20% recycled or bio-based plastics in consumer packaging by 2025
• Recyclable packaging (100% by 2025)

HEMA is also part of Plastic Pact Nederland.

Code of conduct

Our success depends on our customers. Therefore, HEMA does its utmost to meet or exceed customer requirements. HEMA offers its customers good service and appreciates receiving feedback, suggestions and recommendations. The associated rules of behaviour can be found in our ‘Code of Conduct’.

HEMA Human rights and environmental due diligence statement

HEMA works according to the OECD guidelines for Human rights and environmental due diligence. This statement explains how we implement and safeguard the guidelines within HEMA. The guidelines contain 6 steps that we explain step by step in this statement. We also identify priorities and draw up an action plan. The statement contains a number of ambitions. We will communicatie our progress in our sustainability report.

Amfori

HEMA has been a member of Amfori since 2003. After having worked together for a year, we ask  factories in high-risk countries to plan a BSCI (Business Social Compliance Initiative) audit. If a production site in a high-risk country already has a valid SA8000 certificate at the start of our collaboration, we applaud the production site's commitment and they are exempted from our initial human rights and environmental impact audit.{1]

Complaint mechanism

We are working on external complaint mechanisms so that workers in the supply chain can report abuses through external channels. After a successful pilot, Amfori will roll out the Speak for Change programme as from 2023 and HEMA is working +with suppliers to align with this. 

In addition, HEMA has been a signatory to the International Accord (previously the Bangladesh Accord) since 2013 and the Pakistan Accord since 2023.

Management team
HEMA is proud to present four new management team members who, under the leadership of Saskia Egas Reparaz, are ready to make an excellent start on 1 June and lead HEMA to new successes. The team consists of seven members in total, and is designed to provide an ideal mix of HEMA knowledge and experience, as well as new impulses from outside the company. Wilma Veldman (Chief Product Officer), Bas Verheijen (Chief Customer Officer), Machiel Lagerweij (Chief Operating Officer) and Pieter Heij (Chief Technology Officer) join the team from outside. Nadine Beister and Joost de Beijer will continue to serve in the new management team as Chief People Officer and Chief Financial Officer, respectively. Veldman and Lagerweij previously worked for HEMA and therefore know HEMA from both inside and out.

Financial results  2020 
- Net sales amounted to €1,064 million in 2020, compared to €1,259 million in 2019. The decrease is entirely attributable to the negative impact of COVID-19. - With sales doubling, HEMA performed strongly in the area of e-commerce. - Normalised EBITDA came in at €35.5 million, compared to €105 million in 2019. - The net loss amounted to €214.8 million - adjusted for one-off impairments this was €149.6 million - and was mainly driven by the impact of COVID-19, one-off restructuring costs and (re)financing costs. - The financial restructuring of HEMA in 2020 reduced HEMA's debt by more than 50% and interest costs by more than 80%. After the acquisition by the consortium Parcom and Mississippi Ventures, HEMA's debt further decreased to €200 million with an annual interest expense of less than €10 million. 

Operational results 2020
Last year was one of the most challenging years ever for HEMA, its employees and affiliated companies. Since the outbreak of COVID-19, HEMA has worked hard to continue to be the trusted place in the community where customers can shop and buy everyday products safely and efficiently. The shop closures caused by COVID-19 led to a 15.5% decrease in HEMA's net sales to €1,064 million. Compared to a year earlier, normalised EBITDA in 2020 decreased by 66.2% to €35.5 million.

With its strong multichannel strategy, a substantial expansion of logistics capacity and the use of shops as local warehouses according to the ship-from-store model, HEMA achieved record online sales in 2020. HEMA's sales with strategic partners such as Wehkamp, Jumbo, Franprix and Géant/Casino continued to increase in 2020. At the end of the 2020 financial year, 662 supermarkets of Jumbo, Franprix and Géant/Casino had a HEMA 'shop-in-shop' with household items, textiles, stationery, party supplies and clothing.

Successful restructuring of capital structure and new shareholders
Together with the former bondholders and then the new owners Parcom and Mississippi Ventures, HEMA accelerated the restructuring of the bond debt and replaced it with regular bank financing. This reduced the annual interest expense from €50 million to less than €10 million per year. The new capital structure and significantly reduced interest costs have laid a solid foundation for HEMA's future growth strategy.

Reopening on 28 April
In the first two weeks after the partial reopening of the shops in the Netherlands on 28 April, customers found their way back to the shops. Although the number of visitors is still limited due to the COVID-19 measures, the turnover in the shops is above the results of the same period in 2019. With this, a good first step has been taken, which gives confidence for the future. The new management team will therefore work with great energy and enthusiasm on the new HEMA strategy from 1 June.

Pieter Haas, chairman of HEMA's Supervisory Board: ‘Through constructive mutual consultation, we have agreed on a date that is satisfactory for all parties. We are very much looking forward to Saskia taking up her post on 1 June.’ 

Saskia Egas Reparaz: 'I look back on 22 fantastic years at Ahold Delhaize. I have had the opportunity to learn so much in different roles. With this new step as CEO of HEMA, a new chapter is about to begin for me. I'm very much looking forward to it.’

Tjeerd Jegen, the current CEO of HEMA, will step down at the end of May.

Last week, the consortium announced that the acquisition was expected to be completed by the beginning of February. Today, the new Supervisory Board (RVC) under the chairmanship of Pieter Haas was also installed. Wilco Jiskoot and Ronald van de Vis remain committed to HEMA as members of the Supervisory Board. In addition, Ton van Veen (Mississippi Ventures) and Bas Becks (Parcom) have joined the Supervisory Board on behalf of the new shareholders. 

Later this year, Saskia Egas Reparaz will succeed Tjeerd Jegen as CEO of HEMA. The exact date will hopefully be announced shortly. Tjeerd Jegen indicated earlier that the final takeover of HEMA by the consortium was a natural moment to make room for new leadership. 

In the coming period, the plans for HEMA will be further elaborated. It goes without saying that, at this time, all attention will be focused on leading the company through the corona crisis in a responsible manner. Despite the continuing uncertainty about the duration of the current lockdown and the reopening of the shops, all those involved emphasise that they have great confidence in the future of the retail company.

Saskia Egas Reparaz has been working for Ahold Delhaize, where she currently holds the position of CEO of drugstore chain Etos and is a member of the European leadership team of Ahold Delhaize. In recent years, she has successfully helped Etos develop into a leading omni-channel brand with a strong online position and an entirely unique image. Saskia Egas Reparaz is widely appreciated for her connecting qualities and customer-oriented, innovative approach that puts growth first. She has worked at Ahold Delhaize for over twenty years. 

Calmer waters
Parcom and Mississippi Ventures express their confidence in Egas Reparaz and the new leadership she brings with her. They also state that they have experienced with respect and appreciation how Tjeerd Jegen as a professional leader with an unprecedented drive has managed to lead HEMA through uncertain times and has brought HEMA to where it is today.

Tjeerd Jegen, CEO HEMA: "In recent years, we have all worked very hard to bring HEMA into calmer waters and we have succeeded. Although our shops are still closed at this time and the pandemic has brought daily life to a virtual standstill, I am convinced that we will emerge from this situation as well. A new era is dawning, with opportunities for growth and development. This is therefore a natural moment to make way for new leadership."

Supervisory Board
Pieter Haas will be appointed as the new Chairman of the Supervisory Board (RvC) at HEMA. Pieter is also active as a supervisory director and investor in various companies. Previously, he worked at MediaMarktSaturn and Metro for over 18 years, 5 of which as CEO MediaMarktSaturn. Pieter brings with him a wealth of international retail knowledge and management experience. He takes over the chairmanship of Wilco Jiskoot who, like current Supervisory Board member Ronald van de Vis, will remain involved with Hema as a member of the Supervisory Board. In addition, Ton van Veen (Mississippi Ventures) and Bas Becks (Parcom) will join the Supervisory Board on behalf of the new shareholders.

Confidence in the future 
In the coming period, the plans for HEMA will be further elaborated. It goes without saying that, at this point, all attention will be focused on leading the company through the coronary crisis in a healthy way. Despite the continuing uncertainty about the duration of the current lockdown and the reopening of the shops, all those involved emphasise that they have great confidence in the future of the retail company. 

For more information or questions, please contact on behalf of the consortium of Parcom and Mississippi Ventures: 

Namens het consortium van Parcom en Mississippi Ventures: 

On behalf of Mississippi Ventures 
Claire Trügg 
Phone: +31623403457 
Email: claire.trugg@jumbo.com 

On behalf of Parcom 
Sabine Post-de Jong 
Phone: +31639576367 
E-mail: sabine.post@confidantpartners.com