Hema is now planning an expansion in France, as Stéphane Frankel, Country Manager France at Hema, explained in an interview with Republic Retail. The Dutch retailer wants to double the number of stores in the country within four years.
Last year, 10 percent of French shops that were unprofitable were closed. Frankel told Republic Retail that expansion in the coming years will be through own-managed businesses, not through franchising.
In France, Hema also had partnerships with the supermarkets Franprix and Casino. These were discontinued at the end of last year. “The project was indeed a great success, with 350 shop-in-shops in two years in Franxprix and Casino,” Frankel told the platform. “But we are stopping this type of marketing. This initiative proved that Hema as brand was recognised. But this growth has come at the expense of our own businesses. We will start diversifying again once our network is optimal.”
Hema announced its new strategy in early 2021. The retailer would focus on its core Benelux and French markets. She retired from Spain and the UK.
This translated post previously appeared on FashionUnited.nl.