Store chain Hema has opened its third store in the Spanish capital, Madrid, today. It is also based on Hema's international formula, which is catered towards customers that do not know Hema.
Store designed like a home
"Our company has been around for a long time in the Netherlands, which means that people know our stores. Hema is relatively unknown in Spain and that is why we have created a store design which helps everyone to quickly find their way - even if you do not know what type of products Hema has on offer when you walk in", Hema International's formula manager Saskia Trouw said. "The store is designed like your average home, with a living room, study room, bedroom, kitchen, dining room, children's room and baby room. Every single room contains items that you would use in that particular room as well."
Some typically Dutch items are doing well with Spanish consumers: its two most popular items are the Hema breakfast cookie and the Hema syrup waffles. Third on the list are Hema's beauty products.
Hema currently has nearly 700 stores in 7 countries, with the majority in Belgium and the Netherlands. It is also present in England and France for example.