Cosmetic product displays
for B.A.E. by Hema

HEMA, a renowned Dutch retailer, has launched B.A.E. (Before Anything Else), a new beauty line featuring over 130 innovative, 100% vegan, and on-trend products at affordable prices. B.A.E. promotes self-expression with a mission to let everyone be "the best version of yourself."

Aimed at Millennials, we collaborated with HEMA to design two prototype product tables that seamlessly align with the aesthetics and values of B.A.E.. These tables, inspired by traditional dressing tables, feature soft, rounded edges, geometric shapes, varying heights, and millennial pink accents. They create an inviting, modern shopping experience while staying true to HEMA's brand heritage of quality and accessibility.

“Working with Tchai has been a pleasant experience, from conceptualization to implementation in the store,” says Ilona Zijlstra, Category Manager for HEMA. “Our requirements and wishes have been combined with Tchai’s experience and insights on trends. This resulted in a contemporary product table that meets all of our wishes. It’s innovative, inspiring, fitting with the beauty label B.A.E., easy to shop from and, very importantly, easy to maintain. Thanks to short lines of communication, know-how and clear communication, this project could be realized within a short time frame, without compromising on quality and implementation. The in-store installation also went well, with a great extra service to install the table already filled with products.”