North America is the third continent in which HEMA will be active, after Europe and Asia. In the USA, HEMA will offer household goods, including fragrances, personal care products and cosmetics, through the online platform walmart.com. 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 emphasising its Dutch origins, HEMA can distinguish its brand in North America.
Tjeerd Jegen, CEO of HEMA said, "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."
HEMA’s expansion strategy consists of growing via partners, online channels and those of other companies, master franchise partners and wholesale activities.
Philip Behn, general manager & head of marketplace at Walmart commented, "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."