HEMA launches Tottenham Court Road store

Dutch design-led lifestyle brand HEMA launched a UK flagship in central London last week.

The outlet at 252 Tottenham Court Rd was officially opened by Simon Smits, Dutch Ambassador to the UK, last Wednesday (November 22).

With a floor space of 350sq m, the branch is HEMA’s largest in the UK to date. It joins six other branches at Kingston-upon-Thames in Surrey, Victoria Place Shopping Centre in London, Euston Station in London, Birmingham New Street Station, Stanstead Airport, and The Glades Shopping Centre at Bromley in Kent.

The retailer stocks 100% own-brand products that aim ‘to make daily life easier and more fun by making the ordinary extraordinary with products that shine with brilliant simplicity’.

The assortment is organised around themes such as cooking & dining (covering categories including coffee & tea, food & drink, kitchenware & cookware, dining, baking, and food storage), ‘home & living’ (home decoration, storage, garden, DIY, housekeeping), stationery, bedroom, kids, baby, bathroom, bedroom, beauty and hobby & leisure.

HEMA opened its first department store in Amsterdam in 1926. Today, it operates almost 700 stores in seven countries (UK, Netherlands, Belgium, Luxemburg, France, Germany and Spain), with 10,000 employees serving over six million visitors every week.

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