Voted the most loved brand in the Netherlands the HEMA
-an acronym of Hollandsche
Eenheidsprijzen Maatschappij Amsterdam (literally: Holland's standard
prices company of Amsterdam)- is a chain of retail stores that started life as
a dime store (comparable to the present-day Poundland). The first store opened
in Amsterdam in 1929 in the central shopping street Kalverstraat. It was set up
by the owners of the luxury department store De Bijenkorf. The store stocks items for everyday use at relatively
low prices that are often designed especially for the brand and are known for
their simplicity, clear lines and durability. The HEMA, however, is most famous
for its smoked sausages (rookworst),
cakes, pigs in a blanket (saucijzenbroodje)
and the iconic tompouce (a simple type
of mille-feuille with only two layers of puff pastry typically found in Belgium
and the Netherlands).
Every time I'm back in Amsterdam, I used to work there
many years ago, I have to have a cup of tea with a tompouce (shown in the
middle) at the HEMA on the Nieuwendijk.
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