As of today, Parisians can also buy HEMA products from the supermarket chain Franprix, a subsidiary of the Casino Group. The Dutch and French companies will be co-operating with each other to this end. In 15 Franprix supermarkets in Paris, there will be HEMA shelves with kitchen items, home decoration, stationery, basic clothing and home textiles. Depending on the results, HEMA and Franprix will review whether more supermarkets will be expanded with a HEMA range.
Tjeerd Jegen, CEO of HEMA: ‘We are very pleased with the cooperation with Franprix. This will enable us to quickly expand our activities in France in a short period of time. For the first time, we will also be selling HEMA products through the stores of another retailer. This step is in line with our strategy to grow through partners such as Franprix, but also Walmart in the US and Canada. It also contributes to our ambition to make HEMA an international brand.’
Jean-Paul Mochet, Chairman and CEO Franprix: ‘This is the first time we have conducted such a large-scale partnership with a company outside the Casino group for such a large number of products and a brand that is so well known and appreciated by the French.’
Franprix supermarkets offer around 250 HEMA products such as kitchenware and textiles, candles, candlesticks, stationery, baby items, underwear and t-shirts for men and women. With this collaboration, Franprix and HEMA want to make their customers’ daily lives more convenient. Both companies complement each other well. With over 800 local supermarkets in and around Paris, Franprix has a very strong retail network. In addition, HEMA is very popular among the French because of the cheerful design of its products, its sustainable character, its quality and its sharp price.