Dutch chains Hema and Albert Heijn (Ahold Delhaize) are opening two pilot stores, in which customers can do their shopping at both chains at the same time. The test should start later this year.
Test in two cities
More precisely, Albert Heijn is to open a store in two Hema-locations, featuring a complete product range of both fresh foods and items with a longer shelf-life. No specific locations or details were announced in the joint press release, only that the stores will open in two Dutch cities.
Hema's CEO Tjeerd Jegen said that this cooperation is part of his company's new growth strategy, and an important step in realising its goals. Albert Heijn's Marit van Egmond sees the cooperation between "two beloved Dutch brands" as part of a strategy that is based on opening convenience stores and foodservice in central locations in city centres. "Customers have ever less time to spend and convenience is becoming ever more important", she states.