Dutch chain Hema has opened its first store outside of Europe, in Abu Dhabi. With this store, the chain wants to test which products are successful in this new market.
Locals need affordable products
In preparation for larger stores in the Middle East, Hema opened its first non-European store in the United Arab Emirates. The store starts with a basic range, which will slowly expand: the intention is that the entire international range will be available in the stores in the Middle East. Several stores in the region are already scheduled to open, including one in Dubai. Apparel Group, which supports Hema in its expansion in the region, see great opportunities for Dutch retailers in the UAE and the rest of the Middle East. Most of the retail chains in the region mainly offer luxury. products, but many local families need affordable products.
“The opening of our store in Abu Dhabi is an important step in Hema’s foreign growth. We chose the Middle East not only because of the opportunities in that market, but also because of the strategic location between Europe and Asia,” says international director Richard Flint. In order to expand further, Hema is entering into more and more collaborations: the chain recently opened its first shop-in-shop in the new department store NEXT on Oxford Street in London. International expansion is an important factor in the growth strategy of the chain.
