HEMA Brings its Private Brand to USA and Canada

Amsterdam based HEMA is going to expand to the United States and Canada. Starting this summer, US customers will be able to purchase HEMA private brand household products through Walmart.com. In the autumn, through a local partner in Canada, HEMA will open both standalone stores and shop-in-shops in Walmart’s largest stores.

If you North American readers are unfamiliar with HEMA they are a magical Dutch combination of a discount store with the fashion sense of Target and Muji. HEMA’s private brand products are known for their high quality and good design at competitive prices. Like Trader Joe’s, Aldi and Lidl HEMA is fully committed to private brand. The retailer carries 32,000 private brand products in more than 750 stores in 12 countries. North America is the third continent in which HEMA will operate, after Europe and Asia.

In Canada, HEMA will start in the province of Ontario, where it will open standalone stores and shop-in-shops in major Walmart stores. The first stores are expected to open this year. HEMA is working with a local partner to achieve this. HEMA is going to add ‘Amsterdam’ to its brand name in the USA and Canada. By emphasizing its Dutch origins, HEMA can distinguish its brand in North America.

Tjeerd Jegen, CEO of HEMA

Tjeerd Jegen, CEO of HEMA: “The expansion into North America is a historic step for HEMA, as our founders Leo Meyerand Arthur Isaac first saw dollar stores in that region almost 100 years ago. They introduced this concept to the Netherlands by opening the first HEMA store. We are particularly proud of our partnership with Walmart, the world’s largest retailer. This makes Walmart the ideal partner to start on the North American market. This collaboration also fits in perfectly with our international expansion strategy.”

Philip Behn, General Manager & Head of Marketplace at Walmart: “At Walmart we are constantly looking for opportunities to bring quality products at great prices to our customers. As we expand our marketplace, we also create new opportunities for local and international sellers. HEMA, a distinctive brand from Holland, is a great example of a new partnership that will deliver choice for our customers.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.