00:00:18.000 --> 00:00:21.360
Hello, how are you?
-Good, and you?

00:00:21.480 --> 00:00:22.880
Good morning.

00:00:23.000 --> 00:00:26.920
Do you have any diaries?
-There aren't many left.

00:00:32.440 --> 00:00:34.160
Bye bye.

00:00:49.720 --> 00:00:52.600
You know, this thing
is nice and everything...

00:00:52.720 --> 00:00:57.880
but when you reach up it just
drops off. Good morning, sir.

00:00:59.760 --> 00:01:02.960
I'll greet her for you.
Okay, bye bye.

00:01:27.560 --> 00:01:31.400
I was six when we moved
from China to the Netherlands.

00:01:31.520 --> 00:01:34.080
One of the first things I remember,
was a store...

00:01:34.200 --> 00:01:37.520
where I bought a toilet brush
with my mother.

00:01:37.640 --> 00:01:40.320
To me it was typically Dutch.

00:01:40.440 --> 00:01:47.680
They had all kinds of stuff: undies,
dresses, festoons, sausages, tompouces.

00:01:49.640 --> 00:01:52.080
In short: a store for all kinds of people.

00:01:53.280 --> 00:01:56.520
I thought it would always stay the same.

00:01:56.640 --> 00:01:59.200
That's nice and tidy again.

00:01:59.320 --> 00:02:01.240
But times are changing.

00:02:01.360 --> 00:02:04.280
How can we deal with the 60 million?

00:02:04.400 --> 00:02:08.240
They are preparing
to become a world player.

00:02:08.360 --> 00:02:13.680
The whole world is going to change,
and we're going to change with it.

00:02:13.800 --> 00:02:18.800
We won't wake up one day and think:
The world's changed, so we'll change.

00:02:18.920 --> 00:02:25.720
As long as we're here we'll try to stay
one step ahead of this change...

00:02:25.840 --> 00:02:29.880
or at least keep up with it,
but absolutely not lag behind.

00:02:30.000 --> 00:02:32.680
So... That's how it is.

00:02:33.800 --> 00:02:41.200
THE SECRET OF HEMA

00:02:41.320 --> 00:02:44.680
Good morning, HEMA head office.

00:02:48.320 --> 00:02:52.520
Good morning, this Monday.
-You're in for a great morning.

00:02:52.640 --> 00:02:56.440
happy birthday to you

00:02:56.560 --> 00:02:59.800
happy birthday to you

00:02:59.920 --> 00:03:01.800
Good morning.

00:03:01.920 --> 00:03:07.680
I'm not a big celebrity.
Yes, I'm conquering Hollywood next.

00:03:08.680 --> 00:03:12.800
For the next year I will be following the
people that build HEMA's future.

00:03:12.920 --> 00:03:16.960
It's a huge company,
with 1.3 billion euros turnover.

00:03:17.080 --> 00:03:22.880
With over 600 stores in the Netherlands,
Germany, Belgium and France.

00:03:23.000 --> 00:03:28.080
But it doesn't seem to be a world
of hard numbers and big money.

00:03:34.200 --> 00:03:36.360
Good morning.
-Good morning.

00:03:38.080 --> 00:03:41.840
The secret of HEMA is
that people believe in themselves.

00:03:41.960 --> 00:03:47.680
They believe in the company and know
what fits in there, and what doesn't.

00:03:47.800 --> 00:03:51.720
You feel it too when you walk
into a store. It's so Dutch.

00:03:51.840 --> 00:03:56.160
Everything is so uncomplicated
and simple.

00:03:56.280 --> 00:03:58.400
That is its strength.

00:04:00.800 --> 00:04:03.280
How are you?
-Good.

00:04:09.320 --> 00:04:14.080
I'm preparing actions
for summer next year.

00:04:15.080 --> 00:04:17.680
This is what we have
come up with so far.

00:04:17.800 --> 00:04:24.640
This is one colour combination
I've created, and this is another.

00:04:24.760 --> 00:04:29.680
You see those colours here as well.
But to make it more exciting...

00:04:29.800 --> 00:04:32.640
I want to turn this around.

00:04:32.760 --> 00:04:37.840
I think we are very good
at the thing that forms our DNA...

00:04:37.960 --> 00:04:40.600
and that's modern basics.

00:04:40.720 --> 00:04:44.800
I always explain by saying:
It's graphically very simple.

00:04:44.920 --> 00:04:49.080
There's no need to stare for an hour
at these prints.

00:04:49.200 --> 00:04:54.520
If you look at this lace thing here, you
have to ask yourself how HEMA it is.

00:04:54.640 --> 00:04:57.760
It's too elaborated.
It's not basic anymore.

00:04:59.920 --> 00:05:04.200
You could also opt for plain fabrics,
but we've done that so often.

00:05:04.320 --> 00:05:07.600
It's time for something new.

00:05:07.720 --> 00:05:11.280
But it's probably great
in plain black as well.

00:05:13.440 --> 00:05:16.480
And you don't want
those seams in there.

00:05:16.600 --> 00:05:18.960
You have to be careful with that.

00:05:19.080 --> 00:05:23.480
I'm not sure if those seams are HEMA.

00:05:23.600 --> 00:05:29.080
Even though the atmosphere is great,
we're all very critical.

00:05:29.200 --> 00:05:33.560
Like: That shirt of yours
I saw in the store is awful.

00:05:33.680 --> 00:05:39.240
I'm really glad that the atmosphere
is such that people can do that.

00:05:39.360 --> 00:05:42.320
The whole company is a bit like that.

00:05:45.560 --> 00:05:50.560
What are they doing?
-That's a flash mob.

00:05:50.680 --> 00:05:56.560
These people visited the Lowlands
music festival and our store there.

00:05:56.680 --> 00:06:00.920
They were really enthusiastic
about our store.

00:06:01.040 --> 00:06:05.920
And they've decided to have another
party in our store in the Kalvertoren.

00:06:06.040 --> 00:06:13.280
Now go ahead and name
two other retail brands...

00:06:13.400 --> 00:06:19.120
where such a thing could happen.
Do you see what I mean?

00:06:19.240 --> 00:06:24.280
They don't exist. You don't see this
happening in an Albert Heijn or IKEA.

00:06:24.400 --> 00:06:26.640
They are very strong brands.

00:06:26.760 --> 00:06:33.680
But apparently this is the bond we have
with our customers. Look at that.

00:06:38.520 --> 00:06:40.240
Is that great or what?

00:06:41.800 --> 00:06:46.880
Of course, you don't want this to
happen every day in all of your stores.

00:06:47.000 --> 00:06:48.960
That's not good for sales.

00:06:52.160 --> 00:06:55.320
Okay, let's put this up here.

00:06:55.440 --> 00:07:01.640
The secret of HEMA is that you can
copy parts of it, but not all of it.

00:07:01.760 --> 00:07:06.720
All of those people working here,
the attention for products...

00:07:06.840 --> 00:07:11.560
That's cheerfulness,
and fun, and positivity.

00:07:11.680 --> 00:07:16.360
There's no way that you can copy
something like that.

00:07:16.480 --> 00:07:18.320
Maybe that's the secret.

00:07:22.520 --> 00:07:24.400
Good morning.

00:07:24.520 --> 00:07:27.480
You're handling all the cakes today, right?

00:07:33.600 --> 00:07:39.240
What are you looking at, Ronald?
-Every morning I look at the turnover.

00:07:39.360 --> 00:07:40.800
It looks good.

00:07:40.920 --> 00:07:45.360
Yesterday's turnover was good?
-The whole period is good.

00:07:45.480 --> 00:07:51.360
I'm going into the next period
in good spirits.

00:07:51.480 --> 00:07:55.840
What you see, is that November
is warmer nowadays.

00:07:55.960 --> 00:08:00.320
That's reflected straight away
in the sales of gloves and scarves.

00:08:00.440 --> 00:08:07.200
If it's been cold for a week,
sales will be 70% higher...

00:08:07.320 --> 00:08:12.680
than in a week when it wasn't cold.

00:08:12.800 --> 00:08:14.960
It's as simple as that.

00:08:15.080 --> 00:08:20.400
So it has to snow and get cold
before we can sell gloves.

00:08:27.800 --> 00:08:29.640
Hey Ad.
-Good morning.

00:08:42.440 --> 00:08:45.560
Now where's Ad? He's probably ill.

00:08:45.680 --> 00:08:49.000
Or eating a sausage.
-You think?

00:08:50.400 --> 00:08:52.000
Good morning.
-Good morning.

00:08:52.120 --> 00:08:58.560
Let's see. Danielle?
You want to start in the low-price-aisle?

00:08:58.680 --> 00:09:02.600
Let's do that.
That's what we're here for.

00:09:02.720 --> 00:09:07.760
What is this here? Is this the
clearance sale of summer presents?

00:09:07.880 --> 00:09:12.040
This too? That's rubbish, right?
A useless shelf.

00:09:12.160 --> 00:09:14.280
Does this belong here?
-No.

00:09:14.400 --> 00:09:16.240
These don't belong here.

00:09:17.360 --> 00:09:22.160
What's your thing with shelves?
-That's a habit of mine.

00:09:22.280 --> 00:09:28.400
I want everything to look neat and tidy.

00:09:28.520 --> 00:09:33.280
Otherwise it doesn't get sold.
I'm a bit funny when it comes to that.

00:09:33.400 --> 00:09:37.560
Maybe it's because
you started out as a stock clerk.

00:09:37.680 --> 00:09:42.440
I did. I've never gotten it
out of my system. And I never will.

00:09:45.320 --> 00:09:49.320
It's a never ending battle.

00:09:49.440 --> 00:09:51.520
I feel very involved.

00:09:51.640 --> 00:09:54.200
I hope that the people who work here...

00:09:54.320 --> 00:09:58.840
will always feel
just as involved and inspired.

00:09:58.960 --> 00:10:02.080
Because it somehow belongs
to everyone.

00:10:02.200 --> 00:10:06.280
Everyone has an opinion about it.
And that's cool. That's nice.

00:10:06.400 --> 00:10:09.640
Ronald. Have a look at this.

00:10:09.760 --> 00:10:13.280
This is completely different.

00:10:13.400 --> 00:10:17.360
I thought that this whole series
and these colours...

00:10:17.480 --> 00:10:23.840
If I'd said two years ago that this
would be here, you'd have hated it.

00:10:23.960 --> 00:10:25.520
I'm still hating it.

00:10:25.640 --> 00:10:30.080
And this here. Look at this.
With paper marbling.

00:10:30.200 --> 00:10:32.760
This isn't sold anywhere.

00:10:32.880 --> 00:10:35.920
This is more taut.
-It's also ugly.

00:10:36.040 --> 00:10:37.920
This is a difficult group.

00:10:40.000 --> 00:10:44.000
We have to eat something, right?

00:10:54.400 --> 00:10:58.600
Third quarter 2011:

00:10:58.720 --> 00:11:03.840
Food & Pleasure has gone up by 1.7.

00:11:03.960 --> 00:11:07.760
A volume decrease for Food.
-Because of prices.

00:11:07.880 --> 00:11:13.680
A price increase of 2.2.
Non-Food went -2.1 in value...

00:11:13.800 --> 00:11:18.760
and had a volume decrease of 3.6
in the third quarter.

00:11:18.880 --> 00:11:21.680
That's a lot.
-Yes, that hurts.

00:11:21.800 --> 00:11:26.120
Now for the categories:
-3.7 for outer clothing...

00:11:30.320 --> 00:11:36.280
How are things going in Capelle?
-A big H&M was opened in May.

00:11:36.400 --> 00:11:41.640
Since then I haven't been selling
100% of children's clothing.

00:11:41.760 --> 00:11:45.000
It's going better elsewhere.
But a very big H&M.

00:11:45.120 --> 00:11:50.680
The shopping mall
is also getting downgraded a bit.

00:11:50.800 --> 00:11:54.400
So I'm not the only one hurting.

00:11:55.520 --> 00:11:58.040
Let's start in the stockroom.

00:12:03.720 --> 00:12:08.600
It's starting to become a problem.
There's no room to move.

00:12:08.720 --> 00:12:12.880
I can still cope, but it's
becoming increasingly difficult.

00:12:13.000 --> 00:12:17.880
I really have to start doing something
with underwear and socks...

00:12:18.000 --> 00:12:21.520
to get rid of this.
It's starting to hurt.

00:12:22.680 --> 00:12:27.000
I agree with Machiel. It's winter,
and so we're selling tights.

00:12:27.120 --> 00:12:29.600
Otherwise we won't get rid of them.

00:12:29.720 --> 00:12:31.240
How much does it cost?

00:12:34.400 --> 00:12:37.480
3.50 euros.
-That was the original price.

00:12:37.600 --> 00:12:41.680
How much could it cost now?
-1.50 euros.

00:12:41.800 --> 00:12:45.160
But for 1 euro they'd sell
like hot cakes.

00:12:45.280 --> 00:12:48.720
And for 1.50 euros as well?
-Slower.

00:12:48.840 --> 00:12:52.720
But you still get rid of them?
-It will take longer.

00:12:52.840 --> 00:12:57.360
1 euro sounds more attractive.
-People prefer round figures.

00:12:57.480 --> 00:13:01.880
2 euros is not an option?
-Not if you still show the old price.

00:13:02.000 --> 00:13:06.320
I'm trying to get how it works.
You can round it off to 2 euros.

00:13:06.440 --> 00:13:09.320
Or you give it away for 1 euro.

00:13:09.440 --> 00:13:14.320
But commercially the best thing
would be to go for 2 euros.

00:13:14.440 --> 00:13:16.360
Way to go.
-Reduce this one.

00:13:16.480 --> 00:13:19.320
Deal or no deal?
-Deal.

00:13:19.440 --> 00:13:21.000
Let's get rid of it.

00:13:25.760 --> 00:13:30.720
We're not going to get an optimal
turnover, so that's a shame.

00:13:51.320 --> 00:13:56.120
If you compare the retail landscape
to that of 10 years ago...

00:13:56.240 --> 00:14:00.560
Zara wasn't as big 10 years ago,
but it is now.

00:14:00.680 --> 00:14:03.360
And there will be successors.

00:14:05.680 --> 00:14:10.520
Stores like Forever 21, New Yorker,
New Look. They're coming.

00:14:10.640 --> 00:14:13.680
You have to adapt to that.

00:14:31.560 --> 00:14:35.520
There are a few retailers
who have been in front of us:

00:14:35.640 --> 00:14:39.680
IKEA, H&M, Zara.

00:14:39.800 --> 00:14:45.680
All players who have become too big
for their domestic markets.

00:14:45.800 --> 00:14:49.800
And there's only one thing to do
and that's to follow that road.

00:14:49.920 --> 00:14:52.760
Without a single doubt.

00:14:54.600 --> 00:14:58.880
For the opening of Faubourg
it could look like this.

00:14:59.000 --> 00:15:02.600
Here, you should only use
the catchy headlines.

00:15:02.720 --> 00:15:05.600
You know what it's like below?
It looks great.

00:15:05.720 --> 00:15:09.040
Is that the same batch
as the Netherlands and Belgium?

00:15:09.160 --> 00:15:12.600
We can adapt all of it to France.

00:15:12.720 --> 00:15:17.720
IKEA has reached such a scale
that it can bargain for cost prices...

00:15:17.840 --> 00:15:20.880
that are very attractive, very low.

00:15:21.000 --> 00:15:26.560
The scale of IKEA or
the fashion players I just mentioned...

00:15:26.680 --> 00:15:32.400
is so big that we have to match cost
prices, or else we're at a disadvantage.

00:15:32.520 --> 00:15:37.840
If you don't grow, you get eliminated?
-In the end you do.

00:15:45.200 --> 00:15:48.560
Come on, Leo. Let's go.

00:15:50.320 --> 00:15:52.360
Call mobile phone.

00:16:10.320 --> 00:16:13.720
Anthony is coming as well.
-To the store?

00:16:13.840 --> 00:16:18.680
Yes, to the other store. Look, guys.
There's our future store.

00:16:18.800 --> 00:16:20.960
There's nothing there yet.

00:16:21.080 --> 00:16:23.720
It's almost done.
-Almost.

00:16:23.840 --> 00:16:25.960
Don't change a thing.

00:16:26.080 --> 00:16:31.240
The stockroom will be here.
-That's right.

00:16:31.360 --> 00:16:33.920
Do you have those drawings?

00:16:36.600 --> 00:16:40.960
There's an entrance here and here.
This will be closed.

00:16:41.080 --> 00:16:46.040
There will be two cash desks
at either side. Customers walk by...

00:16:46.160 --> 00:16:50.200
go in, are completely surprised,
and then buy, buy, buy.

00:16:50.320 --> 00:16:52.680
They pay here and go out again.

00:17:00.600 --> 00:17:02.400
No, thank you.

00:17:11.200 --> 00:17:16.360
Our ball pit is standing outside.
It's waiting.

00:17:20.600 --> 00:17:24.320
This isn't nice at all.

00:17:24.440 --> 00:17:27.840
You mean this post here?
-Not a smart move.

00:17:27.960 --> 00:17:32.760
Look, that's good.
-Some things went really well.

00:17:32.880 --> 00:17:38.120
Look at how that post is in the way.
-It should be moved to the left.

00:17:39.120 --> 00:17:42.200
You've changed the retail format
in France.

00:17:42.320 --> 00:17:46.200
Did they back you up at the main office?
-Not at all.

00:17:46.320 --> 00:17:50.000
Everything's different here.

00:17:50.120 --> 00:17:53.240
You're a pilot project;
a company within the company.

00:17:53.360 --> 00:17:57.760
And that just doesn't work.

00:17:57.880 --> 00:18:01.560
When a company's been there
for a long time...

00:18:01.680 --> 00:18:06.440
you get a certain rigidity and habits
in company processes.

00:18:06.560 --> 00:18:11.400
It's fun to go
against the current a bit.

00:18:11.520 --> 00:18:14.440
Nobody accepts that at first.

00:18:14.560 --> 00:18:18.880
But later it's just...
You just have to win.

00:18:19.000 --> 00:18:22.400
A bit like a small war.

00:19:09.720 --> 00:19:15.000
What products do you lack in France?
-We've made a selection.

00:19:15.120 --> 00:19:19.920
There's less
of the really basic products.

00:19:20.040 --> 00:19:22.840
And the fashion segment.

00:19:22.960 --> 00:19:25.320
Fashion originated in France.

00:19:25.440 --> 00:19:30.520
In a shopping mall 80% of all the stores
are fashion stores.

00:19:30.640 --> 00:19:34.800
What can we add to that?

00:19:34.920 --> 00:19:39.960
But when it comes to hardware goods,
cake dishes, napkins...

00:19:40.080 --> 00:19:46.600
and household goods we are
absolutely unique in that market.

00:19:46.720 --> 00:19:51.640
We really noticed that people were
focussing on those household items.

00:19:51.760 --> 00:19:53.840
So we let those stand out.

00:19:53.960 --> 00:19:59.520
Less fashion, and no take-away.
No sausages, no tompouces.

00:19:59.640 --> 00:20:05.120
Isn't that a shame? Those things
make up the HEMA identity.

00:20:05.240 --> 00:20:08.040
Yes, you have a point there.

00:20:08.160 --> 00:20:13.000
Nothing is more malleable
than a concept.

00:20:13.120 --> 00:20:16.600
Go ahead and position
the HEMA sausage in France.

00:20:16.720 --> 00:20:21.160
It's going to take a long time
before the French start eating it.

00:20:21.280 --> 00:20:24.640
Good morning.
-What are you taking?

00:20:35.920 --> 00:20:38.920
Fortunately, nothing changes
in the Netherlands.

00:20:39.040 --> 00:20:42.760
Yearly traditions do not change either.

00:20:42.880 --> 00:20:48.680
The direction replaces the personnel
of this year's best store.

00:20:48.800 --> 00:20:54.920
We have some wonderful cake
from our traditional bakery.

00:20:55.040 --> 00:21:00.920
Here you go, sir. And that's because
this store is HEMA store of the year.

00:21:01.040 --> 00:21:06.480
We have come from Amsterdam
to run the store today.

00:21:06.600 --> 00:21:09.720
Do you like this store?
-It's excellent.

00:21:09.840 --> 00:21:14.000
How long have you been coming here?
-85 years.

00:21:14.120 --> 00:21:17.600
That's just as old as we are.

00:21:17.720 --> 00:21:23.880
HEMA was founded
on November 4th 1926.

00:21:24.000 --> 00:21:26.080
We are just as old as you.

00:21:26.200 --> 00:21:31.080
I still remember how everything
was maximum 1 guilder.

00:21:31.200 --> 00:21:37.560
That's the E from HEMA:
'eenheidsprijzen'. Standard prices.

00:21:37.680 --> 00:21:42.880
It still has the same image, even
though it has had different owners.

00:21:43.000 --> 00:21:45.080
We managed that pretty well.

00:21:45.200 --> 00:21:48.400
I believe the biggest shareholder
is British.

00:21:48.560 --> 00:21:52.520
I'm impressed. Not a lot of people
know who owns HEMA.

00:21:52.680 --> 00:21:57.600
Normal clients don't know that.
-You're also hiding it a bit.

00:21:57.760 --> 00:22:01.000
We don't think it's interesting
for customers.

00:22:01.120 --> 00:22:04.040
Be careful with those hedge funds.

00:22:04.200 --> 00:22:09.200
They only buy companies in order to
sell them. That's all they care about.

00:22:18.240 --> 00:22:23.400
HEMA is owned by British
private equity fund Lion Capital.

00:22:23.520 --> 00:22:30.200
They speak a different language and
work to maximize growth and profit.

00:22:30.320 --> 00:22:36.080
We have a target of 20 million, and
so a certain percentage is required.

00:22:36.200 --> 00:22:39.680
The biggest unknown in all of this
is the question:

00:22:39.800 --> 00:22:46.320
What are we going to write down?
That will become known this week.

00:22:46.440 --> 00:22:52.240
Let's be clear about this.
Their plan is to get those 6 million.

00:22:52.360 --> 00:22:54.760
It's all about how, who and when.

00:22:54.880 --> 00:22:56.960
Those new stores will be there.

00:22:57.080 --> 00:23:01.680
That margin
will be a certain percentage.

00:23:01.800 --> 00:23:04.480
But the costs are also
pretty much determined.

00:23:04.600 --> 00:23:08.800
I cannot influence
who owns our company.

00:23:08.920 --> 00:23:12.840
All I care about is HEMA.

00:23:12.960 --> 00:23:18.760
But people keep seeing
those equity funds as bad news.

00:23:18.880 --> 00:23:22.560
That's probably because
a lot of money is made.

00:23:22.680 --> 00:23:26.960
That's it.
-Yes, you want to do it like that?

00:23:30.240 --> 00:23:35.360
We're going to the airport.
Ronald is meeting with Lion Capital.

00:23:35.480 --> 00:23:41.320
They want to know how he's going
to expand HEMA and what it will cost.

00:23:41.440 --> 00:23:44.760
Are you asking more than usual?
-How do you mean?

00:23:44.880 --> 00:23:50.600
More than previously, due to the crisis.
-Yes, we're asking more money.

00:23:50.720 --> 00:23:56.640
We've had an all-time high
in investments last year.

00:23:56.760 --> 00:24:03.120
We're investing in different places
with the future in mind.

00:24:04.240 --> 00:24:11.160
They invest in our company so that
we can expand and do important things.

00:24:11.280 --> 00:24:16.600
They cherish that.
After all, they bought a brand.

00:24:16.720 --> 00:24:24.480
They will sell it one day. And so that
brand has to become worth more.

00:24:26.600 --> 00:24:30.080
HEMA is very Dutch.
-Fortunately.

00:24:30.200 --> 00:24:35.960
It's so Dutch that it perhaps shouldn't
belong to a foreign investor.

00:24:36.080 --> 00:24:41.440
It would have been better if it had
belonged to a Dutch company.

00:24:41.560 --> 00:24:47.760
I'd wish the brand wouldn't be
associated with those kinds of things.

00:24:47.880 --> 00:24:50.920
I would find it better for the brand, yes.

00:24:51.800 --> 00:24:54.920
Hello, I'm looking for room 331.

00:24:55.040 --> 00:24:59.000
Please, follow this gentleman.
You're from HEMA, right?

00:25:05.120 --> 00:25:11.800
This is where we have to say goodbye.
I'm going in now.

00:25:30.240 --> 00:25:32.680
Let's see where we're meeting.

00:25:41.440 --> 00:25:44.360
Good morning.

00:25:44.480 --> 00:25:50.200
This could be from Diesel. With leather
leggings and a baggy sweater.

00:25:50.320 --> 00:25:56.280
But that's styling.
-That's what this evokes for me.

00:25:56.400 --> 00:26:00.400
If this is in a HEMA store,
then what are we going to add to it?

00:26:00.520 --> 00:26:07.240
A normal T-shirt doesn't look nice.
-Why not?

00:26:07.360 --> 00:26:11.680
I don't like that at all.
And it's just not HEMA.

00:26:11.800 --> 00:26:15.680
I believe that when you're so small...

00:26:15.800 --> 00:26:20.800
and have such a marked signature,
you have to stick to it.

00:26:20.920 --> 00:26:25.760
And so you don't react
to every new fashion trend.

00:26:25.880 --> 00:26:32.480
I'll gladly leave that to Zara, H&M,
Mango and others who do that well.

00:26:32.600 --> 00:26:36.680
I think it's fine that
other brands do it, but we don't.

00:26:36.800 --> 00:26:42.240
I don't think our customers miss it.
Otherwise they just buy it elsewhere.

00:26:42.600 --> 00:26:46.680
The customer says:
I want something that suits me.

00:26:46.800 --> 00:26:52.240
It has to be trendy,
have the right colour and be cheap.

00:26:52.360 --> 00:26:56.760
That customer has a lot more demands
than just 10 years ago.

00:26:56.880 --> 00:27:01.480
That's the trend. Customers only
want to buy if they really like it.

00:27:01.600 --> 00:27:03.960
Or if it's the right colour.

00:27:04.080 --> 00:27:08.120
If you start anticipating,
you're joining the game.

00:27:08.240 --> 00:27:11.720
But if we don't,
we'll be gone in 10 years.

00:27:13.040 --> 00:27:16.720
This is the Fatima?
-Was that name chosen on purpose?

00:27:19.520 --> 00:27:25.000
Ronald has hired a consultant to
look at last year's lady's collection.

00:27:25.120 --> 00:27:28.320
They are made to face the facts.

00:27:28.440 --> 00:27:32.560
When I see this product,
I feel that you wanted it to be new.

00:27:32.680 --> 00:27:39.720
But when I see that colour,
that is still the same as always...

00:27:39.840 --> 00:27:42.560
it feels so familiar.

00:27:42.680 --> 00:27:46.160
But you meant it to be innovative.

00:27:46.280 --> 00:27:51.560
I think it didn't quite make the grade.

00:27:51.680 --> 00:27:56.720
It has become a bit too drab.
-And how can we make it more HEMA?

00:27:56.840 --> 00:28:01.880
That's always the question
at these evaluations.

00:28:02.000 --> 00:28:06.160
Does that rosette help?

00:28:06.280 --> 00:28:11.400
It could have helped,
but somehow it didn't really help us.

00:28:11.520 --> 00:28:14.160
I'll put it on this side.

00:28:14.280 --> 00:28:18.480
You're not happy about the sales.
It could be the weather.

00:28:18.600 --> 00:28:23.960
But if you look at the collection,
you know that it's not about clatter.

00:28:24.080 --> 00:28:27.120
Romantic clatter
doesn't really work for us...

00:28:27.240 --> 00:28:31.320
because it happens often that this style
doesn't work well for your sales.

00:28:31.440 --> 00:28:34.200
It could work, but not in this showcase.

00:28:34.320 --> 00:28:37.800
You shouldn't write off 'romance'
decoration completely...

00:28:37.920 --> 00:28:39.640
because it's important.

00:28:39.760 --> 00:28:42.720
In summer some of those things
sell well.

00:28:42.840 --> 00:28:49.400
But this conclusion doesn't make your
task for the new season any easier.

00:28:52.800 --> 00:28:54.920
We have to watch out for mediocrity.

00:28:55.040 --> 00:28:59.360
There's plenty of mediocrity around.

00:28:59.480 --> 00:29:04.240
These aren't mediocre.
These are statements.

00:29:04.360 --> 00:29:08.600
But they're not HEMA ads?
-No, we got them somewhere else...

00:29:08.720 --> 00:29:12.120
for the campaign proposals.

00:29:12.240 --> 00:29:15.640
But this attracts a lot of attention.

00:29:15.760 --> 00:29:23.000
People see HEMA and think: My god,
what's that? Something's going on.

00:29:23.120 --> 00:29:26.960
'Look at those tough girls.'
But HEMA could handle that.

00:29:27.080 --> 00:29:33.080
But there are a lot of good ideas
that aren't used in the end.

00:29:33.200 --> 00:29:36.280
It's a running gag here:
Good idea, can't be used.

00:29:36.400 --> 00:29:39.880
Because we have
to make different choices.

00:29:40.000 --> 00:29:42.480
We have quite a lot of those.

00:29:42.600 --> 00:29:46.360
If you look at the years to come...

00:29:46.480 --> 00:29:50.880
because of the crisis and the way
it's portrayed by the media...

00:29:51.000 --> 00:29:54.880
people are a bit reticent
when it comes to buying stuff.

00:29:55.000 --> 00:30:00.040
What will happen,
is that there's going to be less demand.

00:30:00.160 --> 00:30:07.040
This will immediately have
repercussions for things like fashion.

00:30:07.160 --> 00:30:09.440
It could be even worse.

00:30:09.560 --> 00:30:14.920
If you don't do anything,
you'll end up with excess stock.

00:30:15.040 --> 00:30:19.800
We don't want that, and so we said
that we have to do something...

00:30:19.920 --> 00:30:22.800
or else it will all go wrong.

00:30:22.920 --> 00:30:26.960
The lead-times used to be
incredibly long here.

00:30:27.080 --> 00:30:31.440
Here at HEMA we used to accept...

00:30:31.560 --> 00:30:38.000
a lead-time of 38 weeks, to produce
goods and get them in the stores.

00:30:38.120 --> 00:30:44.160
Almost three quarters of a year.
Zara does it in 6 to 8 weeks.

00:30:44.280 --> 00:30:50.600
And so you're continuously behind.
And you buy a lot of stock.

00:30:50.720 --> 00:30:53.800
We're going to make the difference
in fashion.

00:30:53.920 --> 00:30:59.760
Last year H&M had
a 17% decrease in profits.

00:30:59.880 --> 00:31:02.400
17%. That's quite a lot.

00:31:02.520 --> 00:31:06.960
We're very small
when it comes to fast fashion.

00:31:07.080 --> 00:31:13.640
The customers are waiting for HEMA
to bring them those cheap clothes...

00:31:13.760 --> 00:31:15.640
that follow the trends.

00:31:15.760 --> 00:31:22.560
It has to be our ambition to get an idea
on the shelves in 4 to 6 weeks.

00:31:22.680 --> 00:31:27.440
If we do that, customers will all...
As we saw in the last two days.

00:31:27.560 --> 00:31:31.800
If you have the right jacket,
it's a hype within two days.

00:31:31.920 --> 00:31:34.280
That's going to happen a lot more.

00:31:34.400 --> 00:31:38.680
Those couple of euros left in the market
will be ours.

00:32:11.160 --> 00:32:13.760
Welcome in Shanghai, Ronald.

00:32:20.640 --> 00:32:23.800
Here you can look
at what you want for lunch.

00:32:23.920 --> 00:32:28.720
Shall I have a look?
-These are starters and salads.

00:32:28.840 --> 00:32:31.600
Sandwiches are on the next page.

00:35:13.920 --> 00:35:16.760
We did that well, didn't we?

00:35:16.880 --> 00:35:21.960
There are still some challenges left.
-They are one of them.

00:35:25.240 --> 00:35:29.080
In the Netherlands it's... Let's see.

00:35:29.200 --> 00:35:33.080
It's 4 o'clock at night right now.

00:35:33.200 --> 00:35:36.880
How does it feel?
-As if it's 4 o'clock at night.

00:36:40.720 --> 00:36:45.280
Production itself
doesn't take a lot of time.

00:36:45.400 --> 00:36:51.720
It's the time preceding production
where there's a lot of inefficiency.

00:36:51.840 --> 00:36:56.040
It can be done in a couple of days
or one week.

00:36:56.160 --> 00:36:59.000
Shipping isn't the problem either.

00:36:59.120 --> 00:37:05.320
So that man doesn't have
to be afraid of losing a big client?

00:37:05.440 --> 00:37:09.960
HEMA wants to...
-Not if he adapts.

00:37:12.320 --> 00:37:17.840
We're going to sprint for 10 seconds.
After we've done that...

00:37:17.960 --> 00:37:24.040
we're doing it ten times.
Okay, ten, nine, eight...

00:37:24.160 --> 00:37:26.720
Faster or I'll start over again.

00:37:26.840 --> 00:37:34.160
Six, five, four, three, two, one...

00:37:48.200 --> 00:37:53.480
Every leader in an organisation,
also on the division level...

00:37:53.600 --> 00:37:59.400
can always make choices
that entail a lot of changes.

00:37:59.520 --> 00:38:04.320
But you can also wreck things.
You have to watch out for that.

00:38:04.440 --> 00:38:10.480
That's what can happen at the top,
that you do the wrong things.

00:38:20.120 --> 00:38:24.720
Ronald realizes that his Chinese suppliers
are not yet ready for fast fashion.

00:38:24.840 --> 00:38:27.560
He has no other choice.

00:38:28.680 --> 00:38:32.920
The long relationship with Chinese
fashion suppliers comes to an end.

00:38:33.040 --> 00:38:36.360
All of the ladies fashion
has to be produced in Turkey.

00:38:36.480 --> 00:38:40.920
We have to develop completely
new rules for fast fashion.

00:38:41.040 --> 00:38:43.720
The relationship with suppliers...

00:38:43.840 --> 00:38:47.800
how are you going
to do it in the stores?

00:38:47.920 --> 00:38:52.000
You have to write a whole
new procedure for that.

00:38:52.120 --> 00:38:57.080
Fast fashion has a lot of pros. But
we have to develop a process for it.

00:38:57.200 --> 00:39:00.440
They expect us to help them.

00:39:00.560 --> 00:39:04.600
They expect us in taking the lead
with new steps.

00:39:04.720 --> 00:39:07.320
We can't let them down.

00:39:29.920 --> 00:39:33.920
It's not sure that what
we thought up so far will be used.

00:39:34.040 --> 00:39:39.200
But we've been working for so long
with some of those suppliers.

00:39:39.320 --> 00:39:42.760
We're so used to them
and they to us...

00:39:42.880 --> 00:39:46.960
And honestly, I'm a bit lost myself
at the moment.

00:39:47.080 --> 00:39:49.640
I don't know what will happen next.

00:39:49.760 --> 00:39:55.800
We're going to discuss how we're
going to solve this in weeks to come.

00:39:55.920 --> 00:39:58.960
A lot of the goods
has to come from Turkey.

00:39:59.080 --> 00:40:02.200
But we don't have
all the right suppliers yet.

00:40:02.320 --> 00:40:07.040
We have to find them
as soon as possible...

00:40:07.160 --> 00:40:12.200
and then see if we can get
all the things we want from there.

00:40:12.320 --> 00:40:16.400
All the work you've done so far,
has been for nothing.

00:40:16.520 --> 00:40:20.240
That was the first thing I thought
when I heard it.

00:40:20.360 --> 00:40:25.400
The what, how and when
is a bit unclear at the moment.

00:40:25.520 --> 00:40:27.160
Nothing is clear yet.

00:40:28.040 --> 00:40:32.200
The new market rules are getting
through to the shop floor.

00:40:32.320 --> 00:40:36.840
Fast fashion means that the trends
determine what Engelien makes.

00:40:36.960 --> 00:40:40.400
No one seems interested anymore
in her unique HEMA style.

00:40:40.520 --> 00:40:43.880
Did you see anything in the past week?

00:40:44.000 --> 00:40:48.640
Rob just talked about something
he saw on the market in Florence.

00:40:48.760 --> 00:40:52.080
I'm seeing a lot of bright colours.

00:40:52.200 --> 00:40:56.120
I've seen a lot of stores in Brabant.

00:40:56.240 --> 00:41:00.600
Just a few steps away they had
that jacket in even brighter blue.

00:41:00.720 --> 00:41:06.120
There are more brands that are very
bright. It's going to be very colourful.

00:41:06.240 --> 00:41:11.200
It's going to be very colourful,
and some products are really suitable.

00:41:11.320 --> 00:41:13.320
Like the vest.

00:41:13.440 --> 00:41:18.880
Some other products aren't suitable.
So you have to find the right mix.

00:41:19.000 --> 00:41:24.840
Don't go for two things at once.
Not a new model and a new colour.

00:41:25.640 --> 00:41:30.480
They're going to get used to the fact
that this is the new way of working.

00:41:30.600 --> 00:41:34.160
If we don't start now,
we'll be sorry later.

00:41:34.280 --> 00:41:38.600
This means in a way that they always
have to be around on Mondays.

00:41:38.720 --> 00:41:41.760
That's weird, that you can't even go
on a holiday for instance.

00:41:41.880 --> 00:41:46.240
It puts extra pressure
on the buyer and designer.

00:41:46.360 --> 00:41:50.480
The things you're buying,
have to be really good.

00:41:50.600 --> 00:41:55.480
As I told Erica, things aren't really
going smoothly with Turkey.

00:41:55.600 --> 00:41:59.200
We selected this product
based on its quality.

00:41:59.320 --> 00:42:04.880
All we wanted was another print, but
this is shorter and it feels like paper.

00:42:05.000 --> 00:42:10.200
That's not good, it's costing a lot of time.
It's not going so great.

00:42:10.320 --> 00:42:15.960
I'm very critical of sweaters and vests.
I'm afraid...

00:42:16.080 --> 00:42:21.120
that it won't be good for HEMA.
That I can't make the turnover...

00:42:21.240 --> 00:42:23.920
because the quality isn't
as high as usual.

00:42:24.040 --> 00:42:28.280
Because not all items
can be made on time.

00:42:28.400 --> 00:42:32.320
That reduces the quality.
It has to do with the finish.

00:42:32.440 --> 00:42:36.920
In Europe labour is more expensive.

00:42:37.040 --> 00:42:42.560
And things that require a lot of labour,
like vests and sweaters...

00:42:42.680 --> 00:42:45.760
are better bought in Asia.

00:42:45.880 --> 00:42:50.400
In Turkey it's either very expensive
or not so nice.

00:42:50.520 --> 00:42:54.120
And I'm not so happy about that.

00:42:54.240 --> 00:42:56.360
But I won't settle for less.

00:42:56.480 --> 00:43:01.120
It has some consequences
that I'm currently discussing.

00:43:01.240 --> 00:43:06.680
And I think I'm getting some support
for that. I think. I hope.

00:43:07.760 --> 00:43:09.480
Very good.

00:43:16.840 --> 00:43:18.560
Cosy.

00:43:20.440 --> 00:43:24.240
Can I leave my luggage somewhere?

00:43:29.600 --> 00:43:31.720
Sponge cakes.

00:43:31.840 --> 00:43:37.600
Do you like it?
Is this the first time you buy it?

00:43:37.720 --> 00:43:43.120
You mean today?
No, I've bought them before.

00:43:43.240 --> 00:43:48.440
He lives somewhere nearby. He
comes and buys sponge cakes here.

00:43:48.560 --> 00:43:51.600
It's nice to have customers like that.

00:43:51.720 --> 00:43:55.720
I'm seeing another full cart there.
Excuse me.

00:43:59.080 --> 00:44:02.920
Look at that.
That makes me really happy.

00:44:03.040 --> 00:44:09.000
That cart is completely full.
Just look at that.

00:44:09.120 --> 00:44:11.920
This is unbelievable.

00:44:12.040 --> 00:44:19.000
Where are you? We need
another cart. Shall I get one?

00:44:19.120 --> 00:44:23.560
It's a great sight.
You don't see that in the Netherlands.

00:44:23.680 --> 00:44:25.720
It makes me really happy.

00:44:26.760 --> 00:44:31.640
Do you feel sometimes
like this isn't a real HEMA?

00:44:31.760 --> 00:44:36.320
Not a real HEMA? Are you nuts?
-There's no sausage.

00:44:36.440 --> 00:44:41.160
No sausage and no dresses.
-No, it's...

00:44:41.280 --> 00:44:45.360
It's HEMA for the French
as we've created it.

00:44:45.480 --> 00:44:49.920
We have a lot of fans
who come here frequently.

00:44:50.040 --> 00:44:54.400
They respect the way
our assortment is set up.

00:44:54.520 --> 00:45:00.440
So... No.
I'm not missing the sausages.

00:45:00.560 --> 00:45:03.080
I think it'll be the Dutch waffles.

00:45:03.200 --> 00:45:07.040
The Netherlands?
-Is it the same as the Dutch HEMA?

00:45:07.160 --> 00:45:13.120
Yes, but in a different presentation.
-Right.

00:45:13.240 --> 00:45:19.080
I was happy to see it, because we've
lived in the Netherlands for 7 years.

00:45:19.200 --> 00:45:24.760
Let me see. What was I saying
just now? This is delicious.

00:45:24.880 --> 00:45:28.320
These are the Dutch waffles,
but in a small box.

00:45:28.840 --> 00:45:34.680
They think it's a hip store,
and we have to try to hold on to that.

00:45:34.800 --> 00:45:42.160
We're trying to come across as young.
You hear it in the music. Lounge music.

00:45:42.280 --> 00:45:48.160
We've specifically selected it
to see what we could do differently.

00:45:48.280 --> 00:45:51.200
So that's really nice.

00:45:51.320 --> 00:45:57.960
About doing this in the Netherlands...
Perhaps Dutch costumers would like it.

00:45:58.080 --> 00:46:01.920
But they'd also feel
they'd lost their old HEMA.

00:46:02.040 --> 00:46:06.120
The sausages, the tompouces,
walking the way they like to.

00:46:06.240 --> 00:46:11.960
We have to be subtle about it
and educate the Dutch customer.

00:46:12.080 --> 00:46:14.320
Taking slow steps.

00:46:14.440 --> 00:46:16.800
That music is really interesting.

00:46:51.680 --> 00:46:57.480
I'm calling it a show. There comes
a time when you have to stop.

00:46:57.600 --> 00:47:00.680
I'm very creative
and I have a lot of energy...

00:47:00.800 --> 00:47:04.880
but I notice how I can't really put
that fully to work here anymore.

00:47:05.000 --> 00:47:12.040
And so I think it's only natural to make
room for the next man or woman.

00:47:12.160 --> 00:47:15.720
Can my wife have a badge?
-Sure. And here's one of these.

00:47:15.840 --> 00:47:20.720
I want that as well.
-And can I have your car keys?

00:47:20.840 --> 00:47:25.760
But Lidy will take it with her.
-Alright. Don't worry.

00:47:26.400 --> 00:47:29.880
What on earth does she want my car for?

00:47:34.160 --> 00:47:38.280
Hi, guys. Nice that you're here.

00:47:38.400 --> 00:47:42.960
Hi.
-I've just arrived. A special moment.

00:47:43.080 --> 00:47:47.440
Hi, Gerard. I hope
I won't be doing this all evening.

00:47:47.560 --> 00:47:51.280
Maestro. Do we have
something set up for you.

00:47:51.400 --> 00:47:53.800
I have no idea.

00:47:54.960 --> 00:48:01.720
I was continuously, and intently,
drawing an analogy to war.

00:48:01.840 --> 00:48:07.360
Being at this front is not easy,
it doesn't leave you unaffected.

00:48:07.480 --> 00:48:10.920
This format, this brand
can do so much more.

00:48:11.040 --> 00:48:14.040
It's nice skating, but on thin ice.

00:48:14.160 --> 00:48:18.600
It's good for rowing,
but you need a big engine.

00:48:20.120 --> 00:48:22.560
And now for something very serious.

00:48:22.680 --> 00:48:27.680
I have doubted for a long time
whether I should tell you about it.

00:48:27.800 --> 00:48:32.680
Lion Capital conjured up
a top marketeer.

00:48:32.800 --> 00:48:36.080
All that crap about Heineken,
Coca-Cola...

00:48:36.200 --> 00:48:38.960
with their zillion trillion dollars
spent on marketing...

00:48:39.080 --> 00:48:43.080
and branding divisions with
a hundred employees, just for the logo.

00:48:43.200 --> 00:48:46.720
Yeah, right man! Goddamn it.

00:48:46.840 --> 00:48:49.760
Right. I had to get that off my chest.

00:48:54.360 --> 00:48:59.840
Nice speech, René. Really good.

00:48:59.960 --> 00:49:03.560
It's a bit of an emotional moment.
-For me too.

00:49:03.680 --> 00:49:07.600
You're going now?
-Yes, we're taking the car.

00:49:07.720 --> 00:49:12.760
With Machiel. And Karin
is done with the interviews.

00:49:12.880 --> 00:49:15.800
This is intense.
-I'll be seeing you...

00:49:15.920 --> 00:49:18.880
In February.
Let me know when you're there.

00:50:26.200 --> 00:50:33.960
Lion bought it, but with Lion we went
from 265 stores to 605 stores.

00:50:34.080 --> 00:50:36.320
In 4, 5 years' time.

00:50:36.440 --> 00:50:42.280
That's how important it is,
and that's why I participate in it.

00:50:46.080 --> 00:50:50.280
The Netherlands, Germany, Belgium
and now France.

00:50:50.400 --> 00:50:52.680
It still isn't enough.

00:50:52.800 --> 00:50:57.960
To lower cost prices
Ronald has to buy even more goods.

00:50:58.080 --> 00:51:00.600
But for that you need more stores.

00:51:03.120 --> 00:51:05.520
China becomes interesting again.

00:51:05.640 --> 00:51:09.960
Not for the production of goods,
but for selling them there.

00:51:22.960 --> 00:51:29.160
Ronald and Wil are checking out a
Dutch fashion chain that's just started.

00:51:29.280 --> 00:51:36.720
You really have to find out what
your reference is on this local market.

00:51:36.840 --> 00:51:41.000
They also said yesterday
that when prices are too low...

00:51:41.120 --> 00:51:43.360
people think the quality is low.

00:51:43.480 --> 00:51:49.040
So that's something to think about
before you start as a Western brand.

00:51:52.720 --> 00:51:55.480
Everything's been reduced.

00:52:47.640 --> 00:52:51.400
2.8 million euros.

00:53:08.000 --> 00:53:11.520
Rent is 900 euros
per square metre here.

00:53:11.640 --> 00:53:14.680
Back home the rent
is 10% of your turnover.

00:53:14.800 --> 00:53:18.520
So, on a location like this...
-It's a lot.

00:53:18.640 --> 00:53:23.440
You have to sell for 6000, 7000 euros.
Four times more than he does now.

00:53:23.920 --> 00:53:30.680
It's a market
of 1.6 or 1.7 billion inhabitants.

00:53:30.800 --> 00:53:33.920
I've been in Asia for 6 years now.

00:53:34.040 --> 00:53:39.800
And for 4 years I've been trying
to get the message across...

00:53:39.920 --> 00:53:46.240
and explain that HEMA's greatest
opportunity lies here in China.

00:53:48.000 --> 00:53:54.680
I'm disappointed in that turnover
per square metre. That's pathetic.

00:53:54.800 --> 00:53:57.440
You can't earn a living like that.

00:54:00.240 --> 00:54:05.960
So it's not a flying start.
I guess it would pay off eventually...

00:54:06.080 --> 00:54:09.360
but it's not as easy as that.

00:54:12.080 --> 00:54:16.040
Ronald cannot conquer China
without the right connections.

00:54:16.160 --> 00:54:22.080
We visit a big supplier. They make all
the HEMA towels in just ten days.

00:54:22.320 --> 00:54:25.600
The rest of the year they produce
for major global brands.

00:54:41.080 --> 00:54:42.800
Their history...

00:54:44.080 --> 00:54:48.160
In total we have four towel factories.
-Amazing.

00:54:48.280 --> 00:54:54.480
We divided them by market. The
first one is for the Japanese market.

00:54:54.600 --> 00:54:59.280
Number two is for Europe,
Australia and Russia.

00:54:59.400 --> 00:55:05.080
Number three is
for the US and Canada.

00:55:05.200 --> 00:55:09.080
Number four is for the domestic market.

00:55:09.200 --> 00:55:10.600
This way.

00:55:13.160 --> 00:55:15.520
Here it is.
-We've never been here.

00:55:17.440 --> 00:55:23.880
Where do you want us to sit?
-Mr. Ronald can sit here.

00:55:24.000 --> 00:55:29.320
Wil and Henrike. Mr. Sun will sit here,
and I will sit there.

00:55:32.640 --> 00:55:36.440
Shall we take our jackets off?
-Good idea.

00:55:39.280 --> 00:55:43.280
This for us is a milestone in hierarchy.

00:55:43.400 --> 00:55:49.800
There has to be a difference.
-This is the room for state visits.

00:55:51.840 --> 00:55:57.600
I will get my Dutch waffles ready.

00:56:01.560 --> 00:56:04.960
This is Mr. Ronald.
-Mr. Sun, our president.

00:56:05.080 --> 00:56:08.520
His name's Ronald, right?
-Yes, Ronald.

00:56:08.920 --> 00:56:11.280
I have a little present for you.

00:56:14.400 --> 00:56:21.040
These are the famous Dutch waffles.
They're very good.

00:56:25.680 --> 00:56:29.080
I have one for all of you.

00:56:37.280 --> 00:56:44.280
A warm welcome to you, Mr. Ronald
from HEMA, and your team.

00:56:47.880 --> 00:56:54.480
I really hoped you would visit our
company after our long cooperation.

00:57:28.720 --> 00:57:35.920
I think it would be a good idea
to open HEMA stores here in China.

00:57:36.040 --> 00:57:43.200
The younger generations here in China
absolutely love the European style.

00:57:58.720 --> 00:58:03.800
He means cooperate to open stores?
Yes, I would be interested in that.

00:58:37.920 --> 00:58:42.080
I think we have progressed a lot
thanks to this conversation.

00:58:42.200 --> 00:58:44.720
And it went incredibly fast.

00:58:44.840 --> 00:58:50.760
The gentlemen have agreed
to a sort of declaration of intent.

00:58:50.880 --> 00:58:57.280
Nothing is certain as of yet. A lot
of research needs to be done first.

00:58:57.400 --> 00:59:01.840
I really hope it works out.
That would be a great victory.

00:59:01.960 --> 00:59:05.840
Also in the history of HEMA...

00:59:05.960 --> 00:59:12.240
with the step of European and
Dutch brand to a global brand.

00:59:14.840 --> 00:59:19.960
You make very good quality products.
That's absolutely true.

00:59:35.240 --> 00:59:39.160
It's good that we went back on time.

00:59:39.280 --> 00:59:42.320
Now we can do
the evening programme as well.

00:59:43.720 --> 00:59:47.720
Will there be HEMA stores in China?
-We're looking into it.

00:59:47.840 --> 00:59:51.800
I've asked his opinion about that.

00:59:51.920 --> 00:59:56.360
So for starters
we're going to research it.

00:59:56.480 --> 01:00:02.360
No high expectations. We know
a bit more that we didn't now before.

01:00:02.480 --> 01:00:07.920
We're going to find out a lot more
and then we'll see if it's possible.

01:00:08.040 --> 01:00:14.240
It's far from simple,
but it's worth thinking about.

01:00:14.360 --> 01:00:19.120
Based on what I've seen, I think
it's possible that it can be done.

01:00:57.880 --> 01:01:01.600
What's your long-term vision? Will
it all keep growing? Is that a good thing?

01:01:01.720 --> 01:01:09.080
As a company you cannot choose
to stop being a company.

01:01:09.200 --> 01:01:14.720
Our company is about selling goods.
That's just how it is.

01:01:14.840 --> 01:01:19.840
To do that properly, you have
to create growth one way or another.

01:01:19.960 --> 01:01:21.760
You see it here too.

01:01:21.880 --> 01:01:27.600
It's not very philosophical.
It's all about volume and quantity...

01:01:27.720 --> 01:01:34.160
and that's going to play an even
bigger role than it already does.

01:01:35.680 --> 01:01:40.520
But there will be less
buying and selling of goods.

01:01:40.640 --> 01:01:47.600
I think customers will want things
that last longer and are more durable.

01:01:47.720 --> 01:01:51.400
They will want to know
the story of the goods.

01:01:51.520 --> 01:01:56.560
How was it produced? Where
does it come from? Is it good for me?

01:01:56.680 --> 01:01:59.440
That question will be asked more often.

01:01:59.560 --> 01:02:03.400
And I think it would be good to start...

01:02:03.520 --> 01:02:07.840
and try to improve
on all those different levels.

01:02:18.840 --> 01:02:25.920
That shirt we just bought...
-That was awesome. Nice neck too.

01:02:26.040 --> 01:02:29.440
Let's see what we can find there.

01:02:29.560 --> 01:02:34.120
We're in Milan to have a look
at new trends, colours, materials...

01:02:34.240 --> 01:02:38.920
and everything that can help us
create a new HEMA collection.

01:02:39.040 --> 01:02:41.360
We only have two days...

01:02:41.480 --> 01:02:46.840
to gather all the things we really want.

01:02:57.880 --> 01:02:59.480
Nice, isn't it?

01:02:59.600 --> 01:03:05.400
A nice combination between
very comfortable and very rigid.

01:03:05.520 --> 01:03:11.480
That's so funny. They make
a simple sweater really special...

01:03:11.600 --> 01:03:17.840
by attaching leather gloves to it.
That's pure genius.

01:03:17.960 --> 01:03:23.680
There's some grey pieces here as well.
-It didn't really sell when we had it.

01:03:23.800 --> 01:03:27.200
Perhaps we were a bit too early.

01:03:46.440 --> 01:03:48.200
I'm getting out of here.

01:04:03.320 --> 01:04:08.040
That one is going to be removed.
And those other two as well.

01:04:08.160 --> 01:04:11.600
So this part will be completely open.

01:04:11.720 --> 01:04:14.760
How many stores do you
have to open each year?

01:04:14.880 --> 01:04:20.480
About ten. In France at least.
It's a team effort, of course.

01:04:20.600 --> 01:04:25.000
A couple in Germany as well.
We're very excited about this store.

01:04:30.560 --> 01:04:36.160
Just let me pioneer
and continue to conquer France.

01:04:36.280 --> 01:04:40.480
And then Spain and Italy. And China.

01:04:40.600 --> 01:04:45.560
That's also very special.
Australia, I don't care.

01:04:45.680 --> 01:04:49.040
America, New York.
Perhaps some day.

01:04:49.160 --> 01:04:53.160
I hope to see that happen.
That would be great.

01:05:09.360 --> 01:05:11.520
Ladies and gentlemen...

01:05:11.640 --> 01:05:17.360
here's our buying director for fashion
and hardware: Charlotte Hooijdonk.

01:05:22.800 --> 01:05:27.080
Ladies fashion.
This is the page from our brochure.

01:05:27.200 --> 01:05:30.400
You can look like that for 50 euros.

01:05:30.520 --> 01:05:36.840
We have some really gorgeous
fashion. I'm incredibly proud.

01:05:36.960 --> 01:05:41.440
And we have one big sizzler:
the megabooster.

01:05:41.560 --> 01:05:45.120
You're probably wondering:
What's a megabooster?

01:05:47.640 --> 01:05:49.280
I will tell you.

01:05:50.760 --> 01:05:52.640
It's a bra...

01:05:54.440 --> 01:05:58.960
...that makes your breasts twice as big.
Two times.

01:06:01.920 --> 01:06:05.520
René put it on a billboard.

01:06:05.640 --> 01:06:07.760
HEMA is a trending topic.

01:06:12.640 --> 01:06:16.280
He is man and woman at the same time
and the fashion world is crazy about him.

01:06:16.400 --> 01:06:19.440
They use a male model
for bra advertisements.

01:06:27.360 --> 01:06:29.320
It's an incredible experience for me.

01:06:34.480 --> 01:06:35.920
A good campaign.

01:06:36.040 --> 01:06:38.560
Congratulations.
-You too.

01:06:38.680 --> 01:06:44.240
I have rarely seen an ad campaign that
got so much international attention.

01:06:44.360 --> 01:06:50.040
You can't reach more people,
other than doing it this way.

01:06:50.160 --> 01:06:52.120
This goes all over the globe.

01:06:52.240 --> 01:06:56.560
What's silly, is that only the day
before yesterday we thought:

01:06:56.680 --> 01:07:01.360
Perhaps we should translate
the press release to English.

01:07:01.480 --> 01:07:05.080
There was a request
from France as well.

01:07:11.680 --> 01:07:14.360
These are the total numbers so far.

01:07:14.480 --> 01:07:20.720
It's a product we never sold before,
but we sold 7600 pieces in one week.

01:07:20.840 --> 01:07:24.120
That helps, in times like these.

01:07:24.240 --> 01:07:28.400
I sometimes say jokingly:
You have to run just to stand still.

01:07:28.520 --> 01:07:32.840
But it's true nowadays.
You have to work really hard...

01:07:32.960 --> 01:07:37.840
and if you have improved, even a little,
you've done great.

01:07:41.760 --> 01:07:45.600
I'm very happy with our current work.
We learn from it.

01:07:45.720 --> 01:07:50.720
So it's a good decision.

01:07:50.840 --> 01:07:54.400
So if you want to be a player
on this podium...

01:07:54.520 --> 01:07:57.680
with all these trends and developments...

01:07:57.800 --> 01:07:59.880
you really have no choice.

01:08:00.000 --> 01:08:02.880
This just fits.
-This is okay, isn't it?

01:08:04.120 --> 01:08:07.040
I'm really happy with it.
It's turned out great.

01:08:18.280 --> 01:08:21.960
Let's see how we
get there the quickest.

01:08:22.080 --> 01:08:26.880
It's down there, right?
We can't find it. Not a good sign.

01:08:29.400 --> 01:08:32.560
Nice. Very nice.

01:08:46.760 --> 01:08:53.080
We even have the sewing kits here.
Is that brilliant or what? Very nice.

01:09:01.200 --> 01:09:06.080
Fantastic.
Look at that product dominance.

01:09:13.720 --> 01:09:17.600
Hello, I'm a stylist and journalist
for Le Figaro.

01:09:17.720 --> 01:09:22.120
I'm a journalist and work for
Marie-Claire and other magazines.

01:09:22.240 --> 01:09:24.080
We really like your products.

01:09:24.200 --> 01:09:28.280
You think it's a good concept?
-It's very interesting.

01:09:50.320 --> 01:09:53.400
Our first customer at the cash desk.

01:09:53.520 --> 01:09:58.560
And what do they buy?
Trinkets and make-up.

01:10:01.320 --> 01:10:04.600
For a whole year I've travelled
around the world with Ronald.

01:10:04.720 --> 01:10:08.640
After all our wanderings
there's one question left:

01:10:08.760 --> 01:10:12.560
Did you lose something?
-I don't know. We probably did.

01:10:12.680 --> 01:10:16.440
I don't know.
I do see what it brings us.

01:10:16.560 --> 01:10:21.920
I also notice that people
start to realize that it's working.

01:10:22.040 --> 01:10:25.680
But at the start of the process
everyone says:

01:10:25.800 --> 01:10:31.440
We never did it this way.
Is it smart? Should you do that?

01:10:31.560 --> 01:10:37.080
But if you're convinced and see
how it's done, then you have to do it.

01:10:37.200 --> 01:10:40.880
Nice to see a team grow, eh?
-Wonderful.

01:10:41.000 --> 01:10:47.480
Every time a couple of new faces.
-They're nice. A nice and young team.

01:10:47.600 --> 01:10:52.720
But this one has turned out really well.
You can be proud.

01:10:54.880 --> 01:10:58.480
First I want HEMA to become a
well-known brand in foreign countries.

01:10:58.600 --> 01:11:00.840
I find that very important.

01:11:00.960 --> 01:11:04.440
Our strategy is to wait
with the sausages and dresses...

01:11:04.560 --> 01:11:10.400
but eventually they will be for sale
in other countries as well.

01:11:10.520 --> 01:11:13.400
Eventually we will get it all out there.
I really think so.

01:11:14.440 --> 01:11:20.200
They're going to be late for work.
-They got up extra early.

01:11:20.320 --> 01:11:24.640
I don't think we'll have enough bags.
-They don't need any.

01:11:24.760 --> 01:11:28.600
Look, she's buying toys
at 8 o'clock in the morning.

01:11:28.720 --> 01:11:32.320
To potter about with the kids.
-Brilliant.

01:11:32.440 --> 01:11:36.680
I've already counted 5 customers.
It will be okay.

01:11:36.800 --> 01:11:40.760
Look, there goes another customer.

01:11:40.880 --> 01:11:44.800
And yet another one.

01:11:44.920 --> 01:11:49.440
It's a good thing to have cash desks
at both sides. We did that well.

01:11:49.560 --> 01:11:50.960
That's much better.

01:11:51.080 --> 01:11:56.120
At first we wanted to do one cash desk
in the middle, but that sucked.