Hema and Franprix expand collaboration

Dutch chain Hema and French Franprix are going to expand their collaboration, which started in August. The number of Franprix stores in which the Hema range gets its own corner, will be quadrupled.

Success

The French convenience store chain has been testing selling a selection of Hema’s products in fifteen shops, but the second stage will see that number rise almost fourfold to 59. Both companies also expect the cooperation to expand even further next year, to possibly several hundreds of stores.

“We are very satisfied with the cooperation with Franprix. Besides the extra sales that we achieve with our corners in Franprix, we also see an extra influx of customers in our stores that are close to a Franprix store with a Hema corner. Because of our cooperation, more and more French consumers are becoming acquainted to Hema”, says CEO Tjeerd Jegen.

Complementary

The Dutch retailer sells around 250 items through the French supermarket chain: these include baby items, kitchenware, stationery and candles. Franprix on the other hand offers few non-food items, making both companies very complementary.

The collaboration fits in with the strategy of Hema’s owner Marcel Boekhoorn to turn his chain into a brand that can be bought in several shops. He has also entered into similar collaborations with Jumbo, Walmart and Wehkamp.