Lower consumer trust, higher VAT
HEMA has suffered from the economic crisis in
the past year: “Despite the rough economic climate, the sharp drop in consumer
trust and higher VAT in the Netherlands, HEMA has been capable of making a net
profit in 2012”, announced the company.
Although this profit is almost half from the
previous year, CEO Ronald van Zetten says to be satisfied with the results: “I am
happy I can announce we did well, despite an economically difficult year. (…) In 2012 we opened our 500th
location in the Netherlands and later that year two standalone beauty shops in
Amsterdam and Haarlem.”
Crisis hits home decoration products
Lower consumer spendings can especially be seen in products for the decoration of houses, like curtains. Food is still
doing well, especially in the restaurants, where breakfast for one euro is a hit
and the recently launched afternoon snack (coffee or tea with pastry, also for
the price of one euro) is also bringing in customers. HEMA said that daily
clothes such as T-shirts, socks and underwear are also still selling well.
“In 2012 market circumstances were challenging
once again and it is expected that the crisis will not end in 2013”, says CEO
van Zetten, looking towards the future. At the end of the financial year 2012 HEMA had 638 stores, 517 of which in the
Netherlands.
