HEMA (store)

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Native name
Hollandsche Eenheidsprijzen Maatschappij Amsterdam
FoundedAmsterdam, Netherlands (1926 (1926))
Area served
United Kingdom
United Arab Emirates
photo service
and other
OwnerLion Capital LLP

HEMA (Dutch pronunciation: [ɦeːmaː]; originally an acronym for Hollandsche Eenheidsprijzen Maatschappij Amsterdam, "Hollandic Standard Prices Company Amsterdam") is a Dutch discount retail chain that began operations as a dimestore, owned by the British investment firm Lion Capital LLP from 2007 to 2018, when it was sold to Dutch billionaire Marcel Boekhoorn. The chain is characterized by relatively low pricing of generic housewares, which are mostly made by and for the chain itself, often with original design.


The first HEMA opened in Amsterdam on 4 November 1926, set up by the owners of the luxury department store De Bijenkorf. Originally, as a price-point retailer at prime locations in town centers, goods were sold using standard prices (hence its name), with everything having a standard price of 10, 25 or 50 cents, and later also 75 and 100 cents. The relative economic boom in the Netherlands in the period 1900–1930 benefited HEMA.[citation needed]

During World War II, a number of Jewish employees (there were a relatively high number because of the Jewish roots of the company) were murdered by the Nazis, which is remembered yearly by laying a wreath on 4 May, the Dutch Remembrance of the Dead, at the head office.

After World War II, this model could not be sustained and the standard pricing system was abandoned. But a period of rapid expansion followed: now almost every town of any importance in the Netherlands has a HEMA. Locations carry a wide variety of goods, including clothing, food, bicycle equipment, gardening tools, and office supplies.

In June 2007 Lion Capital bought the chain from Maxeda. In 2010, standard pricing was reintroduced.[1] In 2015, HEMA was for the 8th time in a row the most indispensable brand in the Netherlands.[2][3]


Inside a HEMA store

Since the 1990s, HEMA has also expanded into other countries.

HEMA branches by country:

Country Number of stores Since
 Netherlands 545 (2018) 1926
 Austria 2[4] (2018) 2018
 Belgium 98 (2014) 1984
 France 76 [5] (2018) 2009
 Germany 20 [6] (2019) 2002
 Luxembourg 4[7] (2016) 2006
 Spain 9[8] (2019) 2014
 United Arab Emirates 1[9] (2018) 2018
 United Kingdom 10[10] (2019) 2014

Since 2009 HEMA has opened small versions of their stores in railway stations, at Schiphol Airport and in small villages in the Netherlands, as well as their first mini market.

HEMA employed in excess of 10,000 workers at over 500 stores by March 2011. HEMA opened its 700th store on 14 December 2015 at Central Station in Utrecht. It is also the tenth store of the retail chain on a Dutch railway station.

HEMA store at London Stansted Airport

On 4 January 2014, HEMA's CEO Ronald van Zetten announced that it would branch out to Spain and the UK opening the first stores within six months as well further expanding in France. The first Spanish store opened on 3 April on Calle Fuencarral in Madrid, and the first British store will be open in the Victoria Place shopping centre, next Victoria station in London on 12 June.[needs update][11]


  1. ^ "Archived copy" (PDF). Archived from the original (PDF) on 25 October 2014. Retrieved 1 April 2014.CS1 maint: Archived copy as title (link)
  2. ^ [1]
  3. ^ https://www.bnr.nl/nieuws/economie/10330574/hema-mogelijk-in-etalage
  4. ^ "HEMA Markteintritt in Österreich: Start mit zwei Standorten in Wien". OTS.at. Retrieved 20 June 2018.
  5. ^ "tous les magasins - HEMA". Hema.fr. Retrieved March 2016. Check date values in: |accessdate= (help)
  6. ^ "HEMA Filialen". Hemashop.com. Retrieved 2 January 2019.
  7. ^ "luxembourg - HEMA". Hema.be. Retrieved 8 November 2016.
  8. ^ "tiendas de España". Hemashop.com. Retrieved 2 January 2019.
  9. ^ "HEMA-topman: Abu Dhabi-filiaal opmaat naar meer winkels in Azië". Nu.nl. Retrieved 27 September 2018.
  10. ^ "our stores". Hemashop.com. Retrieved 2 January 2019.
  11. ^ Susie Mesure. "Hema arrives in Britain: A trip to the shop will soon mean going Dutch". The Independent. Retrieved 8 June 2014.

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