HEMA has opened its second UK store in Kingston, near London. The first store had only opened earlier this month in the center of London, with a third store to open soon.
Logical store design
The new 2-floor Kingston store has also been created with a transparent and logical layout in order to get Brits used to the HEMA formula quickly. The entire store is sectioned into living moments, filled with products that are geared towards that particular moment.
"We have prepared our arrival into the British market for more than 18 months. We will open our Kingston store at the end of June and our Bromley store will open mid-July. If these pilots prove successful, we might very well start opening English HEMA stores at the same rate as we did in France", Inge van Baarsen, HEMA spokeswoman, said at the opening of the first British HEMA store.
Ronald van Zetten, CEO, had already stated that HEMA is still profitable, despite its onerous position in the Dutch market. "Nevertheless, our focus is still on Dutch activities in the upcoming years, as that is where we are struggling and it remains our home market", he told RetailNews.