{"id":12086,"date":"2016-02-09T10:08:48","date_gmt":"2016-02-09T10:08:48","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/zeeman-va-renover-des-centaines-de-magasins\/"},"modified":"2016-02-09T10:08:48","modified_gmt":"2016-02-09T10:08:48","slug":"zeeman-va-renover-des-centaines-de-magasins","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zeeman-va-renover-des-centaines-de-magasins\/","title":{"rendered":"Zeeman va r\u00e9nover des centaines de magasins"},"content":{"rendered":"<p>Cette ann\u00e9e <strong>Zeeman<\/strong> va investir dans la r\u00e9novation de ses magasins. Parall\u00e8lement le discounter n\u00e9erlandais souhaite s\u2019\u00e9tendre en Europe et s\u2019essayer \u00e0 l\u2019e-commerce. Objectif : inverser la tendance apr\u00e8s une premi\u00e8re baisse du CA depuis longtemps.<\/p>\n<p><!--break--><\/p>\n<h2>CA de 644,7 millions d\u2019euros<\/h2>\n<p>En 2013,\u00a0 malgr\u00e9 ou est-ce plut\u00f4t gr\u00e2ce \u00e0 l\u2019ann\u00e9e de crise, Zeeman a vu son chiffre d\u2019affaires grimper \u00e0 650,8 millions d\u2019euros. En 2014 par contre le chiffre d\u2019affaires de la cha\u00eene textile n\u00e9erlandaise a chut\u00e9 \u00e0 644,7 millions d\u2019euros et le b\u00e9n\u00e9fice a diminu\u00e9 de 22,1 \u00e0 16,2 millions d\u2019euros (b\u00e9n\u00e9fice net 8,9 millions d\u2019euros). Signe qu\u2019il est grand temps d\u2019investir, explique le CEO Bart Karis dans le journal De Tijd.<\/p>\n<p>\nActuellement Zeeman compte 1.236 points de vente, dont 550 aux Pays-Bas et 279 en Belgique. Selon Karis, la baisse du chiffre d\u2019affaires est due en partie \u00e0 la Belgique : \u00ab Chez les Belges, maintenant la crise est perceptible avec retardement. Aux Pays-Bas nous avons ressenti les effets de la crise durant ces derni\u00e8res ann\u00e9es, mais la situation y est en train de se r\u00e9tablir. \u00bb Toutefois il n\u2019y a pas de quoi paniquer, estime le CEO : \u00ab Le fait que nous vendions des v\u00eatements basiques, nous aide beaucoup. Les gens \u00e9conomisent peu sur ce genre d\u2019articles. Pour la Belgique, qui avec ses fid\u00e8les clients a toujours \u00e9t\u00e9 un pays stable, nous nous attendons \u00e0 ce que les ventes reprennent rapidement. \u00bb<\/p>\n<p>\nAfin d\u2019inverser cette tendance \u00e0 la baisse, Zeeman a d\u00e9cid\u00e9 d\u2019investir dans une vaste op\u00e9ration de r\u00e9novation de ses magasins. \u00ab C\u2019est la cause de la baisse du b\u00e9n\u00e9fice. \u00bb, affirme le CEO, car lors du r\u00e9am\u00e9nagement les magasins ferment temporairement. \u00ab Ces deux derni\u00e8res ann\u00e9es nous avons r\u00e9nov\u00e9 280 magasins. Cette ann\u00e9e nous pr\u00e9voyons le r\u00e9am\u00e9nagement de 100 magasins en Belgique et nous r\u00e9novons au m\u00eame rythme aux Pays-Bas. D\u2019ici trois ans nous voulons que tout le r\u00e9seau soit remis \u00e0 neuf. \u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Expansion hors Belgique et Pays-Bas<\/h2>\n<p>En outre Zeeman mise sur l\u2019expansion. Actuellement la cha\u00eene est active en Belgique, aux Pays-Bas, en Allemagne et en France. \u00ab R\u00e9cemment nous nous sommes implant\u00e9s en Espagne, o\u00f9 nous avons d\u00e9j\u00e0 quatre magasins, et en Autriche, o\u00f9 nous avons ouvert deux magasins. Nous recherchons surtout de nouveaux pays, car en Belgique et aux Pays-Bas nous avons plus ou moins fait le tour \u00bb, explique Bart Karis, sans pour autant pr\u00e9ciser quels pays il vise.<\/p>\n<p>\nMais Zeeman avec ses projets ne va-t-il pas marcher sur les plates-bandes du casseur de prix irlandais <strong>Primark <\/strong>? Cette question semble peu pr\u00e9occuper le CEO : \u00ab Primark, il est vrai, vend des v\u00eatements plus branch\u00e9s \u00e0 tout petit prix. Nous vendons des v\u00eatements plus intemporels \u00bb, indique Karis. \u00ab Oui, nous sentons la diff\u00e9rence lorsqu\u2019un magasin Primark vient s\u2019installer \u00e0 proximit\u00e9 d\u2019un magasin Zeeman. Soit nous profitons de la popularit\u00e9, soit nous constatons une l\u00e9g\u00e8re baisse de notre chiffre d\u2019affaires parce que nos clients sont curieux de d\u00e9couvrir le magasin Primark. Mais tr\u00e8s vite ils reviennent. Nous remarquons que Primark attire surtout les jeunes, alors que nous avons un public plus large. \u00bb<\/p>\n<h2>\nS\u2019essayer \u00e0 l\u2018e-commerce<\/h2>\n<p>Contrairement \u00e0 Primark, Zeeman croit en l\u2019e-commerce. Aux Pays-Bas la cha\u00eene dispose d\u00e9j\u00e0 d\u2019un webshop \u2013 qui cette semaine fait la promotion d\u2019une robe de mari\u00e9e en \u00e9dition limit\u00e9e pour seulement 29,99 euros (ce matin le premier lot de 1.500 robes \u00e9tait d\u00e9j\u00e0 \u00e9puis\u00e9) \u2013, bien qu\u2019il n\u2019en soit qu\u2019\u00e0 ses premiers balbutiements. Pour la Belgique, la cha\u00eene n\u2019a pas encore de projets concrets en mati\u00e8re d\u2019e-commerce. \u00ab Nous sommes en pleine phase d\u2019essai. Rien ne presse \u00bb, indique Bart Karis. \u00ab Avons-nous un retard par rapport \u00e0 d\u2019autres cha\u00eenes de magasins ? C\u2019est possible, mais leurs webshops sont en perte. Lorsque nous d\u00e9ploierons notre webshop, il devra \u00eatre rentable. \u00bb<\/p>\n<p>\nSelon Karis, les discounters, comme <strong>Action<\/strong> et Primark, qui pr\u00e9tendent que vu leur assortiment bon march\u00e9 ils n\u2019ouvriront jamais de webshop, changeront d\u2019avis. Toutefois le CEO ajoute que pour une cha\u00eene comme Zeeman, un webshop est moins important que pour une cha\u00eene classique. \u00ab C\u2019est parce que nous jouons \u00e9norm\u00e9ment sur le prix. De plus, \u00e9tant donn\u00e9 que nous avons beaucoup de magasins en Belgique et aux Pays-Bas, le besoin d\u2019un webshop est moins grand. \u00bb<\/p>\n<p>\nFond\u00e9 en 1967 par Jan Zeeman \u00e0 Alphen-sur-le-Rhin, Zeeman \u00e0 l\u2019heure actuelle emploie 5.043 personnes.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cette ann\u00e9e Zeeman va investir dans la r\u00e9novation de ses magasins. Parall\u00e8lement le discounter n\u00e9erlandais souhaite s\u2019\u00e9tendre en Europe et s\u2019essayer \u00e0 l\u2019e-commerce. Objectif : inverser la tendance apr\u00e8s une premi\u00e8re baisse du CA depuis longtemps. CA de 644,7 millions d\u2019euros En 2013,\u00a0 malgr\u00e9 ou est-ce plut\u00f4t gr\u00e2ce \u00e0 l\u2019ann\u00e9e de crise, Zeeman a vu [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-12086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zeeman va r\u00e9nover des centaines de magasins - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zeeman-va-renover-des-centaines-de-magasins\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zeeman va r\u00e9nover des centaines de magasins - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Cette ann\u00e9e Zeeman va investir dans la r\u00e9novation de ses magasins. 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