Magic Van Put was developed some time – Financieele Dagblad (Registration)

Peter Putting

Her head leaves Ronald Transfer, CEO of Hema since 2003, the company. That image Hema outlines at least in the press release that the Wednesday afternoon sent into the world. The CEO steered the company through a difficult transition year “and was” glad “to see signs of recovery, as can be read. The group is headed by Van Putting ‘successfully reformed for future growth. “

hipper products

The beautiful words of Transfer and Hema ascribe themselves, can not disguise that the magic of Van Transfer for some Time was developed. Retroactively can be determined that the peak of the Hema foreman was around 2009. The economic crisis had already erupted, but to have the traditional Dutch Hema seemed a second of pain there. Stronger; Hema benefited Van Putting the credit crisis. All walks of life were there with clients and becoming hipper products knew the company also always new customers loyalty. The figures gave him at that time still the same.

Six years earlier, in 2003, came from as forty Putting at the department store business in as a store with animal merely successes to his name. He at that time worked for supermarket business Unigro and was director of the DA drugstores, the job shops of Praxis and at Albert Heijn. Before that, he also has been active in Hema. With some clever assortment adjustments he helps late nineties to inflate the conversion of a number of small branches. In the years immediately following his appointment as CEO runs the margin, that when he took office was below 5%, soon.

Freedom of movement

The first few years he still operates under the wings of Maxeda, whereby the healthy cash flow Hema is frequently accessed to the less prosperous sister companies V & D and Bijenkorf keep going. Of Putting is therefore not sorry that the British Lion investor buys the chain mid-2007. Hema suddenly gets a lot more freedom, but as long as the results are good. Hema that the acquisition is also saddled with a large debt, downplays Of Putting at that time. Later he admits indeed be regarded as a serious image problem.

During 2010, internal clear that something needs to change at Hema. The turnover decline. In the years that follow Hema does not respond to the rapid growth of discount stores like Action and refuses Of Putting steps to set up the field of e-commerce. All these online activities but cannibalize on sales in physical stores and there is no online retailer who earns money with his activities as late Of Putting indoors know repeatedly

The change process

From 2013, the Scribbling really into at Hema. Comparable turnover (not counting the opening of new branches, ed.) Are under pressure and losses quarter after quarter walk further. Basics like shirts, underpants and bras, which are at the basis of the success of Hema stand, to the surprise of many increasingly replaced by more fashionable clothing that also stores like Zara and H & amp; M can be found. The design and marketing departments, as well pillars supporting the success of Hema be whittled down.

Fear Culture

As if that is not enough to get Crossing, known as accessible and friendly argument with suppliers, franchisees and own employees at headquarters. In interviews with this newspaper ask is directly involved in recent years that there is a culture of fear at headquarters. In a short time leave the marketing director, purchasing director and sales director and head of human resources. Contradiction Of Putting than tolerates no longer insiders. Ronald listens only to Ronald, “says one of them in this paper. In response to all the commotion says Van Put not to recognize the criticism. Resign his eyes at that moment not an option. “I’m not the type that the ship leaves if anything goes wrong.”

In an effort to turn the tide be the leadership of Van Putting converted last autumn all 529 Dutch subsidiaries of the group and the range and prices will be adjusted. The group is thus poised for growth in the future, says Van Put. Or that growth is coming, indeed, the chairman will now have to wait on the sidelines.