More emphasis on food for HEMA

Mixed retailer Hema is increasing its efforts to extend its share of the Dutch food market. Hema is a mixed retailer that traditionally has put more emphasis on its non-food range. The retailer always had a good reputation for its food products though and the new owners have announced that they want to increase their share of the fresh food market in particular.

Hema has extended its food range and has lowered prices for bread, fresh sliced meat products and cheese. Prices for these products are now 10 to 15% lower than the average supermarket prices. Hema is positioned as a modern value for money retailer and wants to reinforce this image for its food activities. This new strategy will be implemented today (3rd of September 2007).

Not only has the range been changed, the 150 outlets that have a food department have been remodeled over the past weekend as the look of the store has been changed as well.