{"id":148765,"date":"2026-05-26T17:21:35","date_gmt":"2026-05-26T15:21:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=148765"},"modified":"2026-05-26T17:21:36","modified_gmt":"2026-05-26T15:21:36","slug":"zeeman-ferme-des-dizaines-de-magasins-et-se-retire-de-deux-pays","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zeeman-ferme-des-dizaines-de-magasins-et-se-retire-de-deux-pays\/","title":{"rendered":"Zeeman ferme des dizaines de magasins et se retire de deux pays"},"content":{"rendered":"\n

Zeeman<\/strong> proc\u00e8de \u00e0 une r\u00e9duction drastique de son r\u00e9seau de magasins en Europe au cours des prochaines ann\u00e9es. La d\u00e9cision la plus radicale concerne le Portugal et l’Autriche : les treize magasins situ\u00e9s dans ces pays fermeront leurs portes d\u00e8s cette ann\u00e9e.<\/p>\n\n\n\n

Retrait du Portugal et de l’Autriche<\/h2>\n\n\n\n

Apr\u00e8s avoir d\u00e9j\u00e0 ferm\u00e9 24 magasins en 2025, le d\u00e9taillant fermera 127 autres points de vente d’ici 2028. Comme Zeeman ouvre simultan\u00e9ment de nouveaux magasins, le nombre total de magasins diminuera d’environ soixante unit\u00e9s. Cette mesure fait suite \u00e0 une \u00ab \u00e9valuation approfondie de la rentabilit\u00e9 et des opportunit\u00e9s \u00bb, \u00e9crit la cha\u00eene n\u00e9erlandaise dans son rapport annuel.<\/p>\n\n\n\n

Zeeman d\u00e9signe d\u00e9sormais explicitement le Portugal et l\u2019Autriche comme des \u00ab projets pilotes \u00bb qui se sont r\u00e9v\u00e9l\u00e9s ne pas avoir un potentiel suffisant. Pour l\u2019Autriche, un probl\u00e8me logistique entre \u00e9galement en jeu. En raison de la restructuration pr\u00e9vue du r\u00e9seau allemand, le transport vers l\u2019Autriche deviendrait trop inefficace. En Allemagne, Zeeman se concentrera d\u00e9sormais sur la Rh\u00e9nanie-du-Nord-Westphalie et Berlin. Par cons\u00e9quent, les magasins allemands les moins rentables dispara\u00eetront progressivement au cours des prochaines ann\u00e9es ; les douze premiers fermeront d\u00e8s 2026.<\/p>\n\n\n\n

Une restructuration est \u00e9galement pr\u00e9vue en France et en Espagne. Zeeman y avait encore activement d\u00e9velopp\u00e9 ses activit\u00e9s ces derni\u00e8res ann\u00e9es, mais 39 magasins vont d\u00e9sormais fermer dans ces deux pays. Parall\u00e8lement, la cha\u00eene y renforce la direction locale et intensifie ses efforts marketing afin de renforcer la notori\u00e9t\u00e9 de la marque. <\/p>\n\n\n\n

Difficult\u00e9s hors du Benelux<\/h2>\n\n\n\n

C’est surtout en dehors du Benelux que les magasins affichent des performances inf\u00e9rieures aux attentes. Sur ses march\u00e9s domestiques, la Belgique, les Pays-Bas et le Luxembourg, le chiffre d’affaires a encore progress\u00e9 de 3 % l’ann\u00e9e derni\u00e8re, d\u00e9passant la moyenne du march\u00e9. En Allemagne et en France, l’\u00e9volution du chiffre d’affaires a \u00e9t\u00e9 \u00e0 la tra\u00eene. Le chiffre d’affaires total a l\u00e9g\u00e8rement augment\u00e9, passant de 969 millions d’euros \u00e0 984 millions d’euros.<\/p>\n\n\n\n

Les performances \u00e0 l’\u00e9tranger, qui peinent \u00e0 d\u00e9coller, p\u00e8sent \u00e9galement lourdement sur le r\u00e9sultat. En 2025, Zeeman a enregistr\u00e9 une perte nette de 12,5 millions d’euros, contre une perte de 5,5 millions d’euros l’ann\u00e9e pr\u00e9c\u00e9dente. En 2023, le d\u00e9taillant avait encore r\u00e9alis\u00e9 un b\u00e9n\u00e9fice net de plus de 10 millions d’euros. Le r\u00e9sultat op\u00e9rationnel (EBIT), corrig\u00e9 des \u00e9l\u00e9ments exceptionnels, s’est toutefois am\u00e9lior\u00e9. <\/p>\n\n\n\n

Les discounters chinois accentuent la pression<\/h2>\n\n\n\n

Le PDG Erik-Jan Mares qualifie l’ann\u00e9e 2025 de \u00ab ann\u00e9e de transition \u00bb. \u00ab En 2025, il a fallu faire des choix. Malgr\u00e9 la hausse des co\u00fbts, des conditions de march\u00e9 difficiles et l’incertitude g\u00e9opolitique, nous avons franchi des \u00e9tapes dans le d\u00e9veloppement de Zeeman. \u00bb<\/p>\n\n\n\n

Dans son rapport annuel, Zeeman pointe express\u00e9ment du doigt les plateformes de commerce \u00e9lectronique chinoises telles que Temu et Shein comme source de pression concurrentielle suppl\u00e9mentaire. Ces discounteurs gagnent rapidement des parts de march\u00e9, notamment en Allemagne et en France. Selon M. Mares, le d\u00e9taillant doit \u00e0 la fois investir et r\u00e9aliser des \u00e9conomies : \u00ab La r\u00e9alit\u00e9 d\u2019aujourd\u2019hui exige de la rigueur \u00e0 court terme, tout en continuant \u00e0 construire nos ambitions durables. \u00bb<\/p>\n\n\n\n

\u00ab Des ann\u00e9es de changement \u00bb<\/h2>\n\n\n\n

Ces derni\u00e8res ann\u00e9es, Zeeman a investi massivement dans ses op\u00e9rations. Le centre de distribution a \u00e9t\u00e9 m\u00e9canis\u00e9, les magasins ont b\u00e9n\u00e9fici\u00e9 de mises \u00e0 niveau technologiques et la plateforme en ligne a \u00e9t\u00e9 renouvel\u00e9e. Parall\u00e8lement, le d\u00e9taillant renforce ses exigences en mati\u00e8re de rentabilit\u00e9 pour les magasins.<\/p>\n\n\n\n

Par ailleurs, Zeeman souhaite adopter une approche plus professionnelle en mati\u00e8re de durabilit\u00e9 et de reporting. En 2025, le d\u00e9taillant a notamment \u00e9largi sa gamme de v\u00eatements d’occasion et \u00e9tendu son programme de salaire de subsistance \u00e0 plus de 12 000 personnes au sein de la cha\u00eene. Zeeman a \u00e9galement \u00e9labor\u00e9 un plan de transition climatique qui, \u00e0 partir de 2026, doit conduire \u00e0 une r\u00e9duction suppl\u00e9mentaire de l’impact climatique.<\/p>\n\n\n\n

D’ici 2026, le d\u00e9taillant continuera \u00e0 miser sur la r\u00e9novation des magasins, l’optimisation du r\u00e9seau de magasins, un assortiment plus large et la r\u00e9duction des co\u00fbts dans la logistique, le transport et les magasins. En dehors du Benelux, Zeeman souhaite encore am\u00e9liorer ses performances, selon Mares : \u00ab Nous sommes sur la bonne voie, mais se remettre en forme est un processus qui prendra plusieurs ann\u00e9es. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

La cha\u00eene de magasins de pr\u00eat-\u00e0-porter Zeeman va proc\u00e9der \u00e0 une r\u00e9duction drastique de son r\u00e9seau de magasins en Europe au cours des prochaines ann\u00e9es. La d\u00e9cision la plus radicale concerne le Portugal et l’Autriche : les treize magasins situ\u00e9s dans ces pays fermeront leurs portes d\u00e8s cette ann\u00e9e.<\/p>\n","protected":false},"author":5,"featured_media":148766,"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":[14,22],"tags":[],"people":[],"extra":[44],"company":[270],"topic":[332,266],"region":[],"class_list":{"0":"post-148765","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-hot","10":"company-zeeman","11":"topic-restructuration","12":"topic-resultats-financiers"},"acf":[],"yoast_head":"\nZeeman ferme des dizaines de magasins et se retire de deux pays - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Zeeman proc\u00e8de \u00e0 une r\u00e9duction drastique de son r\u00e9seau de magasins en Europe. 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