HEMA is being well received internationally. Customers are especially enthusiastic about the colorful and positive design of the products and the orderly, bright appearance of the stores. Thanks to the arrangement into ‘worlds’ and the transparent product presentation, customers can immediately see where products are located in the store. This means customers can find women’s items such as socks, underwear, jewelry and fashion in the ‘Women’ world while products for babies, with everything from romper suits to toys, are presented in the ‘Baby’ world. This division into ‘worlds’ helps to inspire customers. Also, the stores are spaciously arranged and enjoyable to shop in.