ICA Group starts putting their brands together. Now Hemtex launches a ICA Home by Hemtex-collection exclusively to the chain’s hypermarkets.
ICA’s chosen to keep Hemtex within the group. Now we see the first pieces of this strategy. ”ICA Home by Hemtex” targets only the chain’s own stores and is the first time where ICA and Hemtex is branded together towards the costumers.
The collection is a pilot project with a limited edition to be sold in all Maxi-stores in the Stockholm-region.
We’ve worked out a special collection in line with our business idea to offer value products. This cooperation creates a unique possibility to reach new costumers”, says Peder Larsson,
CEO of Hemtex.
The collection will contain products within bed textiles and towelling.
”ICA and Hemtex have a close relation going on for years and we are used to a framework of common projects. To me Hemtex is a quality mark and I am happy to offer their products to our customers”, says Björn Abild, CEO of ICA Special.