One of the biggest discount stores in Europe, HEMA is set to open in Dubai by July. The UAE’s Apparel Group is launching the Dutch lifestyle shop HEMA in the Gulf. One of these stores will be in Ibn Battuta Mall, while another two are expected to open by July.The group plans to launch in 60 locations across the Gulf within five years.
HEMA chief executive Tjeerd Jegen said: “In very simple terms, we offer the feel of an Ikea but without the furniture. And because the majority of our merchandise is designed inhouse, we have strict control on the price points. Our UAE stores will have identical price levels to those sold through our UK locations. There will be no additional surcharge over the UK pricing. I think that will make us competitive here. We will take certain categories and look at the competition in this market. For example, with a competitor like H&M, we want to be 30-40 per cent cheaper. That’s how we operate in Europe.”