typically.nl

This is not a paid ad, but chain store HEMA is the pinnacle of Nederlandness. It doesn’t have Nederlandse in its name, but it does have the A for Amsterdam and the rest of the acronym sums up our attitude nicely. Cheap prices!

I am only half-joking. HEMA stands for Nederlandse Eenheidsprijzen Maatschappij Amsterdam which used to mean all prices were multitudes of 10 cents. They’ve long since abandoned that concept, but the name has stuck. HEMA can be found in every city in .nl, even smaller ones, and there are also stores in Belgium and Germany.

Entrance to the HEMA store in Amsterdam, Ferdinand Bolstraat

Everybody shops at HEMA. And when I say everybody, that is exactly what I mean. Even Princess Máxima does so. The stores are a mix between Wal-Mart and Urban Outfitters and offer basic household items: kitchenware, bed linen, small appliances like blenders, cutlery, but also food. A famous item is the ‘Gelderse Rookworst’ or simply HEMA rookworst. A steaming hot sausage–a good example of typical Dutch food.

Since HEMA is cheap and the quality is good, the chain has been a hit with Nederlanders for many years. Recently they have been restyling their stores, which are now sporting great interior and graphic design. Still HEMA is a store for the masses. I would say half of Nederlandse men have HEMA boxer shorts (I certainly do).