Customers are returning to Hema: the Dutch chain is seeing a sharp rise in sales and profits. The new course is catching on, CEO Saskia Egas Reparaz notes. The chain now wants to invest further in renovating the stores.
Shopping experience
In its financial year 2022, including January 2023, Hema saw gross sales rise 20 % to 1.966 billion euros. Profit before tax rose to 31.6 million euros, after Hema recorded a profit in 2021 for the first time in years. The number of customers in stores and online grew by almost 35 %. According to the retailer, this is due to the course set two years ago “to make Hema really Hema again”.
That new course is becoming visible in renovated stores: in March and April, Hema reopened four stores in the Netherlands after intensive remodelling, where the retailer tested a large number of new concepts. As the results were excellent, Hema will expand the test and completely revamp more stores before the summer.
“Hema has a solid financial basis for further growth”, Egas Reparaz says. “The positive response from customers gives us confidence that we will continue to strengthen our position and results in the coming years.”
