BREDA Rat Verleghstraat 4 JUMBO Foodmarkt Breda Opening van het eerste HEMA assortiment in een JUMBO door Frits van Eerd CEO JUMBO en Tjeerd Jegen CEO HEMA

Dutch grocer Jumbo Supermarkten and private brand focused discount store HEMA are taking the first step in their commercial collaboration. Beginning in early February, part of the HEMA private brand range is available at the Jumbo Food Markets in Breda and Tilburg, Netherlands. The first HEMA assortment was festively unveiled earlier this month at Jumbo Foodmarkt Breda by Frits van Eerd, CEO Jumbo, together with Tjeerd Jegen, CEO HEMA. In the coming year and a half, HEMA private brand will be introduced step by step in all Jumbo stores in the Netherlands and Belgium. HEMA non-food private brand items will also be available on from the summer.

With the arrival of the HEMA range, shopping at Jumbo becomes even more fun and easier. Customers can place cookware, table decoration, tights and socks, hair fashion, writing utensils, tea towels, glasses, party items and candles from HEMA in their basket.

Frits van Eerd, CEO Jumbo: “We proudly say: Hello HEMA! The unveiling of the HEMA range at Jumbo Foodmarkt Breda is a milestone in our collaboration with HEMA. It fits in with our strategy to ensure that customers can go to Jumbo for all their daily groceries. ”
Tjeerd Jegen, CEO of HEMA: “Today (2/2/2020) it is becoming really tangible how two traditional Dutch brands can reinforce each other. And this is just the beginning. In the coming year we will join forces on several fronts with Jumbo. From opening combination stores to co-sponsoring the Team Jumbo-Visma. This collaboration fits HEMA’s strategy to grow into a global brand. ”
The introduction of HEMA articles at Jumbo stores is the first step in the cooperation between the companies. In addition, Jumbo will be taking over the leases of 17 HEMA store locations in the coming period, mainly at city locations. Jumbo and HEMA are also going to develop a joint store concept at six station locations where Jumbo supplies the food range. In addition, HEMA has joined the Jumbo-Visma cycling and skating teams as a co-sponsor.

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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.