The basic idea behind every HEMA product is to make daily life easier and more fun. They are optimistic and playful, but also clean and soothing, smart and well-made. Design is form, but it can also be a feature of the product, the choice of material or ease of use. Design is also ‘design-thinking': a HEMA service devised to make sure that customers enjoy their HEMA experience. Either way, our entire range is 100% HEMA. If something is functional but not special enough, it is not HEMA design. If something is special but serves no purpose, it cannot be HEMA design either. Only the combination of the two matters. As well as a great price of course! That is the unique and recognisable HEMA signature.
Sustainability is a broad concept that frequently lacks transparency. But it is also important to a lot of customers. HEMA strives for transparency in its sustainability policy. Whether this is about the source of our products, production methods or the additives in our food products. This is how we help our customers to make informed choices. HEMA not only wants to make sustainability comprehensible to a wide audience, but also affordable and accessible.
Design is a key component of HEMA's success. This is why we have run the HEMA Design Contest since 1984. This is an annual design contest set up by HEMA to help students gain practical experience and bring design to the attention of a broad public. And the publicity the contest generates immediately brings the young designers to the attention of their peers and the public. In addition to the award the winners receive, HEMA also aims to produce and sell one or more of the designs in its stores. This is obviously the best prize of all for the young design students. And over the years, this contest has produced numerous ‘HEMA Heroes', which have since becomes permanent fixtures in many Dutch households.