Several sources report that Albert Heijn, the biggest Dutch supermarket chain plans to address its non-food range firmly. In addition, most apparel, telecom products, books and CDs disappear from the range. Changes should be visible in April or May. Albert Heijn spokesman Anoesjka Aspeslagh said that in the spring of 2016 “some things change in the non-food departments in all stores and on our website to better suit the changing needs of our customers.”
Employees from different affiliates have already made it clear that there will be less space in the future for non-food. The space in the store will remain the same, but the range will change. Albert Heijn tried in 2009 to improve its non-food offer. The supermarket set up a special project team of 35 people to ensure that non-food had a prominent role in the stores.Part of this project consisted of Hema origin buyers. The results in 2010 were first presented at the AH XL in Muiden. However, this strategy has never been a great success.
AH-franchisee Gerard van den Tweel said about this in an interview with Food Magazine in last year that “I think the whole operation have led to a better assortment in the stores, but never got a grip on the non-food segment. There is simply too much competition. Everyone nowadays goes for offers even for tea towels to cups to dishes. ‘