Hema

HEMA (originally an acronym for Hollandsche Eenheidsprijzen Maatschappij Amsterdam, "Dutch Standard Prices Company Amsterdam") is a Dutch dimestore chain. It was part of the Maxeda company until June 2007, when it was bought by Lion Capital LLP. The chain is characterized by relative low pricing of generic housewares, which are mostly made by and for the chain itself, often combined with original design. The first HEMA opened in Amsterdam on 4 November 1926, set up by the Jewish owners of the luxury department store De Bijenkorf. Originally, as a price-point retailer at prime locations in town centers, goods were sold using standard prices (hence its name), with everything having a Standard price of 10, 25 or 50 cents, and later also 75...