Dutch store chain Hema has opened its first British store outside London, where it already has 3 stores in the capital. Birmingham will be the location for the fourth store, in the newly renovated New Street Station.
Busiest station outside London
"The Station has undergone five years of construction and has become a real shopping destination. We are very happy that we, as HEMA, can contribute to this newly-developed retail area that contains no less than 43 stores", formula manager Saskia Touw said.
The New Street Station is the busiest station in the United Kingdom outside London, with 170,000 daily commuters and a train leaving every 37 seconds. Similar to its other British stores, this HEMA store's layout will follow its international design, with "three rooms: Eat, Study and Beauty: a store entirely focused on the traveler", Touw explained.