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.

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.