At a ribbon-cutting ceremony at the new 2,700 sq ft store, Hema chief executive Tjeerd Jegen told Retail Week he will continue to target ”high traffic areas”.
“Train stations are great for us because people have a bit more dwell time on their hands, and Euston has the longest dwell time,” he said.
Jegen, who joined Hema last year from Woolworths Australia, said he would “love” to open in London Bridge station.
He said he is also keen to open a high-street store on Tottenham Court Road, which would mark a departure from Hema’s current strategy of opening in UK train stations and airports.
Dubbed the Netherlands’ answer to Woolworths, Hema sells own-brand stationery, toys, make-up and confectionery.
It launched in the UK in 2014 with a 2,700 sq ft store in London Victoria station, and now also has stores in Stansted Airport, Kingston, Bromley, Birmingham Grand Central station and Hammersmith.
The retailer, which is celebrating its 90th birthday this year, has around 700 stores across seven markets, including 50 in France.
Retail property advisors Harper Dennis Hobbs secured Hema’s latest store in Euston.