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Van de regen in de drup

Van de regen in de drup

Hema eigenaar mikt op verkoop filialen aan franchisers. Volgens een artikel in het FD wil Marcel Boekhoorn het geld gebruiken voor snellere expansie in het buitenland. Dat is een verrassend bericht.

De franchisenemers zijn zelf met Boekhoorn op de proppen gekomen toen de vorige eigenaar worstelde met de verkoop van de Hema. Er zijn 545 Hema winkels in Nederland en de helft daarvan is op basis van franchise. Ook de eigen bakkerij met zeven locaties in Nederland wil Boekhoorn afstoten.

Hema wil niets kwijt over de plannen en dat maakt de weg vrij voor speculaties. Ook Hema zit in een markt die snel verandert. De vorige eigenaar had een hoog oplopend conflict met de franchisenemers en dat Boekhoorn nog meer franchisenemers wil lijkt een logische stap. Hij blijkt deze echter te zetten om geld vrij te maken voor een expansie. Je zou denken dat als franchise de sterkste formule is, waarom dan investeren in het buitenland. Je kunt daar de franchiseformule toepassen en je investeringen op een zo laag mogelijk peil houden. In het buitenland wil hij dus blijkbaar een andere formule hanteren. Die van eigen winkels. Wat voor eigen winkels dan. Dan wordt het duidelijk dat de winkels in de kleine plaatsen in de verkoop/franchise gaan en die in grote plaatsen niet. Er wordt dus geïnvesteerd in winkels in grote plaatsen in het buitenland. Dat is een conclusie die je zou kunnen trekken. Franchisewinkels in kleine plaatsen in het buitenland zijn dus geen doel.

Daarover zou je je als franchisenemer in Nederland achter de oren kunnen krabben. Deze groep weet dat zij met de vorige eigenaar een serieus probleem hadden met de exploitatie van de internetverkopen. De webshop activiteiten zijn geen onderdeel van de exploitatie van de ‘kleine franchisenemers’. Bedenk dan dat een tompouce zich ook niet goed leent voor verkoop via het internet. Dan tekent zich een strategie af waarbij nu geld ontvangen uit de verkoop van de kleine winkels bewust past in een visie waarbij kleine winkels niet meer van belang zijn. En er nu geld voor krijgen is wellicht de beste optie. Over een paar jaar is het toch over en uit voor de kleine vestigingen. Nu geld ontvangen uit de verkoop van de bakkerijen kun je ook in die visie betrekken. Straks heb je er niets meer aan en dan kost het je een hoop centen om deze te sluiten. Er blijven dus grote winkels in grote plaatsen in Europa over, de webshop pakt de rest van de markt mee en de kleine plaatsen sterven uit.

Wil je overleven dan zou dit wel eens een strategie kunnen zijn. Spijtig voor de huidige franchisenemers dat zij een redder binnen gehaald lijken te hebben die ook de houdbaarheid van de kleine winkels niet ten goede kan keren.

Nieuwe franchisenemers zijn gewaarschuwd.


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