Branding and Hypermarket design trends Albert Heijn in Eindhoven

When Albert Heijn XL opened its doors in Eindhoven, it unveiled a completely reimagined hypermarket brand concept, setting a new standard in supermarket and hypermarket design. The store is a vivid showcase of technological innovation and sensory engagement, creating a lively shopping environment that puts the product at the forefront and promises to "take you to the world of new food shopping."

Experience and Freshness: Central Themes in Supermarket Design

The Eindhoven Albert Heijn XL is a spacious megastore that greets customers with a welcoming message above its grand glass façade, inviting masses of shoppers daily. Upon entering, visitors are immersed in the vibrant smells and sights of fresh food preparation, presented in an expansive "market square" layout. Freshness, variety, and experience dominate the design strategy, making grocery shopping both engaging and enjoyable.

The store’s layout revolves around a large fresh produce section, where an abundant selection of vegetables, fruits, and freshly prepared foods greet customers. Albert Heijn’s chefs are on hand daily, not only to prepare meals but to offer advice and recipe ideas to customers, enhancing the store’s role as a culinary destination. Specialty sections like a pizzeria, salad bar, on-site bakery, and a sushi counter with live sushi preparation add to the immersive experience, reinforcing the brand’s commitment to quality and freshness.

Leveraging Technology to Enhance the Retail Experience

The redesigned Eindhoven store integrates numerous technological innovations aimed at improving customer convenience and personalising the shopping journey. The use of digital touch points and smart displays guides customers through product selections and promotions, while self-checkout stations and mobile payment options streamline the entire process. This emphasis on technology not only increases operational efficiency but also aligns with the rising trend of tech-enabled, frictionless shopping experiences that appeal to digitally savvy consumers.

Trends in Supermarket and Hypermarket Design: Albert Heijn Leading the Way

Albert Heijn’s focus on experiential design and fresh food offerings is part of a broader trend seen across leading European grocery brands. Supermarkets are no longer just places to buy groceries—they are evolving into destinations where food culture, convenience, and technology converge to create memorable experiences. This shift is evident in Albert Heijn's strategy, which extends beyond hypermarkets like the Eindhoven XL. The brand is also expanding its footprint through smaller, urban-format stores such as AH-to-Go, located in city centres and train stations. This move addresses the growing demand for convenience-driven retail experiences and reinforces Albert Heijn’s dominance in the Netherlands.

Jumbo Supermarkten: A Growing Competitor

While Albert Heijn remains a market leader, the rise of Jumbo Supermarkten has intensified competition in Dutch grocery retailing. Both brands are expanding aggressively and investing in modernised store designs to attract customers. Albert Heijn alone has added 80 new outlets to its network since 2011, alongside the rapid growth of its AH-to-Go concept. To stay ahead, Albert Heijn and its competitors are continuously innovating, utilising design, branding, and technology to enhance their offerings.

Inspiration for Future Store Concepts

If you’re interested in a similar store concept, you may want to explore the Safeway Megastore project in our "Projects - Food" section, which was developed by our agency prior to the launch of the Eindhoven XL. Like Albert Heijn, Safeway Megastore embodies a customer-centric approach that prioritises experience and fresh food offerings within a dynamic, technology-enhanced environment.

Our internal process of design renewal allows us to continually benchmark and publish best-in-class supermarket and hypermarket design trends across global markets. Please take a moment to review the "Projects - Food" section of our website for more insights into our work and the latest trends shaping the grocery retail landscape.

Why not call us and talk about your brand strategy, store design renewal program, digital transformation, or social media requirements?