HEMA
HEMA is a dutch omnichannel retailer with e-commerce and retail media operations.
Analyst Perspective
Hema B.V. is a Dutch omnichannel variety retailer selling everyday household, lifestyle and general merchandise products through a large network of physical stores and country-specific webstores across several European markets. Its core business is retail: it designs, sources and sells a broad assortment of private-label consumer goods and captures revenue through product sales in-store and online. Beyond merchandise sales, HEMA has built a secondary advertising business through HEMA Retail Media, its in-house retail media network. That operation monetises customer attention and store traffic by selling advertising placements on in-store digital screens and owned media channels to suppliers and external brands. HEMA therefore combines a traditional retail margin model with a smaller media inventory monetisation layer aimed at brands seeking access to HEMA shoppers.
Analyst Signal Briefing
Updated: 30 Jul 2026No strategic news signals detected in the last 90 days.
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Key insights about HEMA
Category Differentiation
HEMA is a general merchandise retailer with an e-commerce operation and a retail media business. It is not a standalone adtech vendor or SaaS platform whose primary revenue comes from software licensing.
HEMA: About
HEMA creates value by combining branded retail distribution, private-label product development and omnichannel commerce. It operates hundreds of stores alongside localised European webstores, using its store network, assortment control and direct customer relationships to drive product sales. The company complements this with audience monetisation: its retail media unit packages in-store and owned digital reach as advertising inventory for brands and suppliers, adding a higher-margin ancillary revenue stream to the retail base.
How HEMA Works & Monetises
Business model analysis and core revenue streams
HEMA monetises primarily through retail product sales, generating revenue from merchandise transactions in physical stores and on its e-commerce platform under a retail margin model. A secondary revenue stream comes from media inventory sales via HEMA Retail Media, where suppliers and external brands pay for advertising placements across in-store digital screens and owned channels. There is no evidence of software subscription revenue; commercial income is driven by product sales and advertising sales.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (HEMA)
What The Retail Apocalypse Left Out: Brick And Mortar’s Reinvention
A 2019 AdExchanger column by Mukund Ramachandran argues that the so-called retail apocalypse has not killed brick-and-mortar retail but pushed it toward reinvention through data-driven personalization. The piece notes that legacy chains such as Payless, Toys R Us, Sears, Kmart, and Charlotte Russe shuttered stores, while brands like Casper, Warby Parker, Sephora, Alibaba's Hema, and Amazon opened new physical locations. It highlights how stores are adopting online-inspired personalization, with sales associates equipped with purchase history, interactive kiosks, and beacons that sync online and in-store data. Sephora’s Color IQ skin-matching device showcases in-store tech enabling product recommendations and digital makeover guides. Alibaba’s Hema and Amazon Go illustrate cross-channel data integration via Alipay and Prime accounts. The article also references Macy’s, Target, and Urban Outfitters deploying beacons to tailor promotions, suggesting the future store is data-driven and tech-enabled rather than a simple death of brick-and-mortar.
Read original sourcePurch Buys Consumr; Dissolving VivaKi AOD
Purch acquired Consumr, a price-comparison and barcode-scanning app, on March 3, 2015, as part of expanding its mobile purchasing portfolio. Purch plans to integrate Consumr with its commerce properties and extend its marketing reach. Publicis Groupe’s VivaKi AOD trading desk is being partially dissolved, with VivaKi president of global clients Marco Bertozzi calling the move smart business amid concerns that clients distrust the trading desk model. UK startup SuperAwesome has built an ad platform designed to comply with COPPA by not collecting any data from kids. Fab.com was acquired by PCH; about 35 Fab.com employees will join PCH, Jason Goldberg exits, Renee Wong becomes general manager, and undisclosed funds from the deal will support Hem, Goldberg’s new furniture startup.
Read original sourceHEMA: Frequently Asked Questions
What is HEMA?
HEMA is a Dutch omnichannel variety retailer operating physical stores, country-specific webstores and an in-house retail media network.
Who uses HEMA?
Consumers use HEMA to buy everyday household and lifestyle products, while brands and suppliers use its retail media channels to reach HEMA shoppers.
How does HEMA make money?
HEMA makes money mainly from retail product sales in stores and online, with additional revenue from selling advertising placements through HEMA Retail Media.
Company Facts
- Founded
- 1926
- Headquarters
- NDSM-straat 10, 1033 SB Amsterdam, Netherlands
- Core Segment
- Retailer & Marketplace
- Company Size
- >5,000
- Official Link
- hema.com