Food that makes you Happy

In 2021, the iconic and much-loved Dutch retailer HEMA created a new strategy, aiming to reset the Brand ahead of its upcoming centennial in 2026. The purpose of this HEMA 100 journey was to make HEMA truly HEMA (echt HEMA!) again, and the development of a completely new store format was an essential part of this process.

My team at Sandenburg-DST was tasked to reimagine the HEMA Food Experience: Reinventing the Food Service counter, Bread & Bakery and Food retail (drinks, snacks, party occasions) and improving the food / non-food customer journey and in-store integration.

It is HEMA’s guiding principle to contribute to a better everyday life in a better world; creating a retail-experience that Makes people happy. (de winkel waar je BLIJ van wordt.) We used this payoff to formulate the design and concept strategy, and set out to create a Food Experience that makes people happy - eten en drinken waar je BLIJ van wordt, focussing on:

• Beleving (the best experience) - Recognizable and trusted Hema quality, focus on human interaction, and attractive product presentation.

• Liefdevol (with consideration) - Respecting the brands heritage and DNA, with authentic products and positive stories, and using sustainable materials and product offer.

• Iedereen (for everyone) - A recognizable, integrated and clear food retail format that is truly inclusive.

• Jong (attracting new and younger consumers) - With a strong focus on convenience, smart use of colour, softer shapes and materials, and maintaining the HEMA quirkiness (tikkeltje eigenwijs)

We delivered this project from idea to realization, and early 2023 HEMA opened four pilot stores in the Netherlands. Currently the new concept is being rolled out across the Netherlands and Northern-Europe.