HEMA (store)
| File:HEMA logo.svg Logo used since 2016 | |
| Company type | Private |
|---|---|
| Industry | Retail |
| Founded | November 4, 1926 in Amsterdam, Netherlands |
| Founder | Proprietors of De Bijenkorf |
| Headquarters | Amsterdam , Netherlands |
Area served | Netherlands, Belgium, Luxembourg, France, Germany, Austria |
Key people | Egas Reparaz (CEO) |
| Products | Clothing, food, cycling accessories, gardening equipment, office supplies, generic household products |
| Owner | Marcel Boekhoorn (via Ramphastos Investments) |
Number of employees | 10,000 (2007) |
| Website | www |
HEMA (; originally standing for Hollandsche Eenheidsprijzen Maatschappij Amsterdam, meaning "Standard Price Company of Holland, Amsterdam") is a Dutch retail chain offering a wide array of affordable generic household products, predominantly designed and manufactured internally. The enterprise is under the ownership of Dutch billionaire Marcel Boekhoorn, although operational control has shifted to its bondholders.
History
The inaugural HEMA store was launched in Amsterdam on 4 November 1926 by the proprietors of the upscale department store De Bijenkorf. Initially operating as a fixed-price retailer located in prominent areas, all merchandise was sold at predetermined prices—initially set at 10, 25, or 50 cents, later expanded to include 75 and 100 cents. The economic prosperity experienced in the Netherlands between 1900 and 1930 facilitated HEMA’s early development.
During World War II, the company’s Jewish heritage was marked by the tragic loss of several Jewish staff members in the Holocaust; this history is honored annually on 4 May, the Dutch Remembrance Day.
Following the war, HEMA discontinued its fixed pricing strategy, which contributed to swift growth. Today, HEMA’s product range encompasses clothing, food items, cycling accessories, gardening equipment, and office supplies.
Ownership changes
| Year | Details |
|---|---|
| 1999 | The merger of Koninklijke Bijenkorf Beheer with Vroom & Dreesmann resulted in the creation of Vendex KBB |
| 2004 | Maxeda acquired Vendex KBB, which owned HEMA along with V&D and De Bijenkorf |
| July 2007 | British investment group Lion Capital LLP purchased HEMA for approximately €1.3 billion, equivalent to its 2006 revenue. At this time, HEMA employed around 10,000 individuals across 336 locations in Benelux and Germany. |
| 2018 | Lion Capital transferred ownership of HEMA to Ramphastos Investments, controlled by Dutch billionaire Marcel Boekhoorn |
21st century
In 2010, under Lion Capital’s management, HEMA reintroduced a standardized pricing policy.
By 2015, HEMA had been acknowledged as the most essential brand in the Netherlands for eight consecutive years.
In 2020, discussions about selling HEMA emerged. Interest was shown by Miami-based Flacks Group and a consortium led by Amsterdam private equity firm Parcom Capital. Exclusive talks commenced in October 2020 with a joint venture between the Van Eerd Group and Parcom Capital, indicating a strategic withdrawal from markets outside Europe.
In July 2021, HEMA declared its complete exit from the UK market by shutting down six stores. Under CEO Egas Reparaz’s leadership, the focus shifted back to primary markets: the Netherlands, Belgium, Luxembourg, and France. This approach also entailed pulling out of Spain in 2022 through closure of all outlets there. Germany and Austria remain key growth targets with plans for further expansion. Existing partnerships in other countries were sustained without pursuing additional growth.
On 24 November 2021, HEMA divested its bakery operations to Bacu, already supplying Jumbo and now responsible for producing baked goods for HEMA.
Branches
HEMA began international expansion during the 1990s.
Number of HEMA stores by country:
| Country | Store count | Since |
|---|---|---|
| Template:NLD | 555 (2018) | 1926 |
| Template:AUT | 7 (2019) | 2018 |
| Template:BEL | 106 (2024) | 1984 |
| Template:FRA | 78 (2020) | 2009 |
| Template:DEU | 17 (2024) | 2002 |
| Template:LUX | 4 (2016) | 2006 |
On 4 January 2014, CEO Ronald van Zetten announced plans to expand into Spain and the United Kingdom alongside further development in France. The first Spanish outlet opened on 3 April on Madrid’s Calle Fuencarral; meanwhile, the initial UK location launched on 12 June at London’s Victoria Place shopping centre with six additional UK stores following thereafter. However, by mid-2021 all UK shops had ceased operations. All Spanish branches were closed by 2022.