With 13 shops and around 70 employees in Luxembourg, Zeeman has built up some 20 years of history in the country, establishing itself as one of the major players in the non-food discount sector--a market dominated by its compatriot Action, which the opening of its twelfth local outlet, this one in the Gare district.
Founded in 1967 in the Netherlands, Zeeman does not, however, hunt in quite the same territory as its rival: its speciality is textiles. Also established in Portugal, Spain, France, Germany, Austria and Belgium, the company claims to be a family business despite a portfolio of more than 1,300 sales outlets, and also claims to be financially stable and growing. In 2023, Zeeman posted sales of €809m, up 4.5% year-on-year (compared with 14% a year earlier).
Its recipe: high-production volumes, its own designs, tightly-calculated marketing and “simple” shops. In short, control of the entire production chain, from product design to on-shelf distribution.
Underwear, socks, t-shirts, everyday outfits… Zeeman banks on a 20-80 strategy: 20% fixed products, basics that consumers are sure to find in shop; 80% new arrivals offered every week to pique customers’ curiosity and encourage them to make repeated visits.
Last summer, the brand broke new ground in Luxembourg with the opening of a “new generation” shop in Marnach, with a transformed look and decidedly higher quality. This move is reminiscent of the gradual transformation of the food sector by heavyweights Aldi and Lidl, which have revamped certain aspects of the customer experience in their shops.
At the same time, Zeeman is developing a second-hand sales network, while relying on the impact of male and female influencers to appeal to a younger audience. “The aim is not to have as many shops as possible, but to be present where there is potential and demand,” says Claire Dereck, Zeeman’s district manager.
Paperjam: The brand has been established in Luxembourg since 2003, when it first opened in Pétange, and now has 13 shops in the country. Looking further ahead, what are your expansion targets?
Claire Dereck: The latest shop opened in June 2024, in Marnach, with a 3.0 concept, which is innovative and contemporary. The layout and product presentation have been redesigned to be brighter and more modern. Eventually, we want to roll out this concept to all our existing shops in Luxembourg. What’s more, with 13 shops, we already have a significant presence, well spread out geographically across the country. To further improve this spread, we plan to expand our presence over time.
Why this 3.0 evolution?
We want to offer our customers the most pleasant shopping experience possible. With the new 3.0 shop concept, we can further enhance this experience, thanks to a brighter environment and greater attention to the textile offering.
Is this, if not a rebranding, at least a repositioning with a view to moving upmarket?
It’s not a rebranding, but an evolution from the Zeeman company--as a shop--to the Zeeman brand, to become a local hero for customers on a budget, customers who are concerned about price and the environment. This fits in with our mission to make the basics of fair trade textiles accessible to everyone, while reducing our footprint.
What are the main criteria that determine the location of a sales outlet?
First and foremost, we look at location. Our shops are generally located in strategically important places with high footfall. For example, in shopping centres or shopping streets.
Does the proximity of Belgium, France and Germany influence your strategy for setting up in the grand duchy?
We have a presence in eight European countries and, since 2003, in Luxembourg. Our size allows us to offer quality clothing and textiles at affordable prices.
Why aren’t you present in Luxembourg City?
At the moment, we haven’t found a suitable retail space in the Luxembourg City area, but we don’t rule that out in the future.
What makes the local market unique in the niche occupied by Zeeman?
In Luxembourg, as in the other countries where we operate, we are accessible to anyone who wants to buy quality basic products at affordable prices. This formula is successful, especially in Luxembourg, which is one of Zeeman’s most successful countries.
How would you describe Zeeman’s DNA to someone who has never walked into one of your shops?
At Zeeman, we like to keep things simple. We believe that everyone should have access to a decent standard of living, everywhere, at all times. And with over 1,300 shops in Europe, we are the champions of basic products, always close at hand for people on a budget and, increasingly, for those who make the deliberate choice not to pay too much. This is possible because we are zuinig--in Dutch, this word has two meanings: careful and thrifty.
How does Zeeman differ from other low-cost textile chains in Luxembourg?
Zeeman stands out for its commitment to sustainability, simplicity, transparency, ethical production and local presence. We focus on accessibility and environmental responsibility, offering affordable fashion with a reduced ecological impact.
With inflation rising in recent years, we're seeing more and more people turning to Zeeman.
Does competition from chains such as Action have an impact on your direction?
We’re mainly going our own way by focusing on being zuinig, emphasising simplicity, affordability and sustainability.
How do you explain the success of discount stores in a country as affluent (on paper) as Luxembourg?
If we relate this question specifically to our brand, we can say that Zeeman is there for everyone. For people on a limited budget and, increasingly, for those who deliberately choose not to pay too much. With inflation rising in recent years, we’re seeing more and more people turning to Zeeman for an affordable, quality range.
This article in French.