HEMA and Franprix start a strategic partnership in Paris, France. Credit: PRNewsfoto / HEMA BV.

Dutch discount retail chain Hema has partnered with Casino Group’s subsidiary Franprix to sell its product assortments in the latter’s supermarkets in Paris.

As part of the deal, Hema will initially open its shelves in 15 Franprix supermarkets in Paris to offer kitchen items, home decoration, stationery, basic clothing and home textiles to its customers.

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The companies will assess the results of this pilot launch, and will determine whether to expand launch to more Franprix stores in the future.

Hema CEO Tjeerd Jegen said: “We are very pleased with the cooperation with Franprix. This will enable us to quickly expand our activities in France in a short period of time.

“For the first time, we will also be selling HEMA products through the stores of another retailer. This step is in line with our strategy to grow through partners such as Franprix, but also Walmart in the US and Canada. It also contributes to our ambition to make HEMA an international brand.”

Headquartered in Paris, Franprix currently operates more than over 800 local supermarkets.

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Established in 1926, Hema operates more than 750 stores in 12 countries offering 32,000 own brand products and services. It employs over 19,000 associates.

In July this year, the company announced plans to expand to the US and Canada with new standalone stores and online channels.

Hema also partnered with Walmart to offer its household products through Walmart.com in the US starting this summer.

Franprix chairman and CEO Jean-Paul Mochet said: “This is the first time we have conducted such a large-scale partnership with a company outside the Casino group for such a large number of products and a brand that is so well known and appreciated by the French.”