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Hema opens new style store

The revamped Hemaconcept chain store has opened its first shop in Groningen.

By Editor Design.nl / 02-04-2008

The revamped Hemaconcept chain store has opened its first shop in Groningen.

The new Hema branch, which is in the Groningen city centre, offers visitors some 3,100 square metres to shop. The standard Hema lines in household and interior products are available there, but the shop also offers products that are not available in other shops. 'Our stock range is about ten per cent larger than that of the other big Hema branches,' says spokesman Jan Willem te Gussinklo.

Not only is the stock range bigger, the shop has a different design from other branches. 'The shop has a lot of space, so that products aren't only presented on shelves but on our so-called inspiration tables,' Te Gussinklo explains. Theme presentations and sitting room presentations are part of this approach.

One element from the other shops, the Hema signature red screens behind the cash registers, has been retained. The signature style was developed by interior design architect Evelyne Merkx several years ago.

In recent years Hema has focused on opening small shops, like the one at Schiphol airport. The new, larger concept addresses a recent trend, the spokesman says. 'Now Hema can offer a variety of shopping moments, from smaller branches for quick purchases to larger branches for a more extended shopping experience.'

The shop is located on the Groningen high street, the Herestraat. It is one of the oldest Hema branches in the Netherlands and was in need of renovation.'We saw an opportunity to acquire a lot more floor space, so we came up with a new concept for the shop in Groningen,' says Te Gussinklo.

The renovations took nine months to complete because an entire floor of the building was affected. The top level now has a restaurant and a terrace.



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