Zaandam, 24 February 2010 - Albert Heijn today began introducing an extensive range of affordable, everyday non-food items into stores across the Netherlands. The range of over 1,200 private label items includes baby clothes, children’s sleepwear, underwear, toys, stationery, books, electronic games and kitchenware.

The move is part of the Dutch supermarket chain’s strategy to grow further in a market it already leads, and its drive to make grocery shopping a more enjoyable all-round experience for customers. "Our market is bigger than only food. We are constantly adapting our formula to fulfill our clients’ wishes," says Albert Heijn General Manager Sander van der Laan. "We expect the new non-food assortment to make an important contribution to our growth as it ensures our customers can find all their everyday necessities under one roof."
 
Non-food sections will be first rolled out in all 30 of Albert Heijn’s XL-format stores, as well as in 16 of its larger-than-average stores. Albert Heijn's other stores will also include part of the non-food range, depending on their size.
 
The non-food products have been designed in-house in three distinct signature styles: basic, minimalist and traditional. The latter features a small Dutch house reminiscent of Albert Heijn’s historic beginnings and nostalgic advertising posters from the 1950s. Offering a choice of three styles means most shoppers will find a design that appeals to them.
 
Although Albert Heijn already offers a limited and seasonal selection of non-food items, this will be expanded and improved. The new offerings encompass four non-food areas:
 
Tableware and kitchenware includes pots, pans, tablecloths, glassware, bath textiles, candles and laminate plates and bowls.
 
Work and play includes toys, greeting cards, musical instruments and stationery.
 
Look and read covers magazines, books and DVDs for adults and children as well as electronic games for Nintendo Wii, Nintendo DS and Playstation.
 
Sleepwear and Clothing offers basic, affordable clothing such as children’s pajamas, t-shirts, underwear, socks and pantyhose.
 
The non-food items will be distributed via a new, non-food distribution center in the south of the Netherlands.