Albert Heijn: contributing to the success of one of the largest Dutch retailers.

The company was founded in 1887 when Albert Heijn Sr. opened the first Albert Heijn grocery store in Oostzaan, The Netherlands. The grocery chain expanded through the first half of the 20th century, and went public in 1948.
Since 2016, Albert Heijn is part of the Ahold Delhaize company.

Brand history
The company continued to make a significant impact on food retail in the Netherlands in the next four decades, pioneering self-service shopping, and the development of own brand and of non-food as a grocery store category. The company also influenced culinairy development in the country, popularizing products such as wine, sherry and kiwi fruit, contributing to the introduction of the refrigerator in Dutch households and introducing convenience items, such as ready meals and frozen pizza’s to Dutch consumers.

At the moment, Albert Heijn is the largest chain of supermarkets in The Netherlands.

Contributing to success
For over a decade NewArmstrong ( and its predecessor EversPartners) has delivered designs and engineering for Albert Heijn. We frequently take part in Pressure Coookers and brainstormsessions to design special stores of Albert Heijn and AH XL.

For the designs we have been collaborating with the Albert Heijn Format department. We have contributed to the overall Albert Heijn formula, the AH XL and AH Urban formulas.
Our consultancy services and designs range from volume studies to advicing developers in the sketch design phase to the store lay-out, including the product placement over the shopfloor (Warenindeling).

Albert Heijn has a strategy to rebuild stores in ten days. This is based on the convinction that when a shopper has to do the weekly groceries in another supermarket for more than two times, the store on hand will lose market share. As a result of this ten day process, our engineering needs to be very precise. We have a preparation phase for almost a year in which we design the store, make the drawings and do the research for all possible issues during construction.
The project starts with a survey and a 3D-scan. We translate this scan in an as-build 3D model, which will be the base for our design, so we can make sure the design will fit.
We survey the structure,  the flooring and the installations. We will report in detail what has to be changed. In collaboration with the construction team a plan is then set up to rebuild the store in 10 days.
Part of the construction process is to set out all the measurements after demolition and before fit out. With our digital model and design as base, we load the setting-out plan in the Total Station Surveying Equipment and plot all the measurement points on the floor. Walls, floor patterns, ceilign patterns, light tracks and furniture are set out on the shop floor to enable the main contractor to start at any point with any activity knowing the position is correct.

We draw, engineer and submit the permits for over 50 stores a year. In most larger cities in the Netherlands we have applied before, therefore we know the local situation and know the local regulations.
With this knowledge we develop facade proposals and put together structural files of which we have confidence to be accepted by the City Council.
We keep an eye on the schedule to make sure the design is finished on time. We need to file for the permits with enough time left to make sure the premit is granted before the construction starts, even if the permit application period is extended.

Perry Sports

Perry Sports & Adventure is a leading sports fashion and outdoor store in the Netherlands with over 70 stores in the main cities.

Brand history

The brand history dates back to 1866 with the founding of the ‘English American Perry & Co Warehouse’ at the Kalverstraat. After a long history the brand celebrated it’s 150th birthday in 2016 with a complete new concept for the instore look and feel and a new Flagship store in de Kalverstraat in Amsterdam.

Since 2015 NewArmstrong is proud partner for Perry in the development and roll out of the new look and feel for the stores.
Perry has a strong focus on sporting goods. The main customer is the active consumer who is, is active in the urban sports field and the active outdoor sports field (running, training, fitness, swim, outdoor, tennis, biking).

Look and feel

The store look and feel resembles this sports lifestyle in the urban jungle. The stores have a raw, unpolished look with all the construction details visible. All walls and ceilings are painted in a light grey. The floor is finished with a concrete- like matte cast floor.The racking are transparent steel frames with wooden shelves , metal bars and hooks.
Customers are drawn into the store by the large brand windows, the shoe displays near the entrance and the display tables. The zoning per sport is visible in the lay out by dividing the store into corners. All the equipment per sport is placed in a corner: shoes, clothing and accessories.

Interaction with customers

To connect the consumer with the local store Perry has 2 features instore: the event space and the ‘Your personal Fit-Corner’
The event space consists of the Click&Collect, a juice bar, a check-out and lockers. Events are programmed by an event coordinator. Examples are the Utrecht Skate in, Rotterdam City Run, yoga classes or excercise evenings for the MudMasters.

In the ‘Your personal Fit’ customers are able to get advice for the right shoes for their body. A scanner of medical quality scans the sole and a trained employee than advises on the right shoes. The customer can try the shoes on a tredmill. Since the personal experience and privacy is important the ‘Your personal Fit’ area is closed of with a semi-transparent wall of wooden slats.

Etos, from a ‘drugstore’ towards ‘health’.

Etos is one of the largest drugstores in the Netherlands. It is founded in 1919 by Anton Philips, founder of the Philips Technology brand. The stores were founded to keep the Philips’ staff healthy. The first stores were even supervised by a nurse.

A century later Etos is one of the largest drugstores in the Netherlands and highly valued expertise in health and beauty.

A full century Etos: towards a future.

For Etos we have designed and engineered several flagshipstores and have collaborated closely with the format team to guide Etos towards a new concept for the 100th anniversary .

Towards this anniversary Etos has moved forwards by several changes. They have introduced a new logo, based on it’s first logo. Three ‘diamond’ stores have been built in 2018 to research the Etos of the future ( Etos Leidsestraat Amsterdam, Etos Steenweg Utrecht, Etos Spuistraat Den Haag). As a result of this research in 2019 a new concept store is opened in the ‘Mall of the Netherlands’.


For the Etos Diamonds and concept stores we develop designs and a full design package for construction. For Etos refits we have a small design package consisting of a lay-out and a facade drawing. In the lay-outs we pay attention to routing, cash desk position, position of staff ( nearby to advise), and safety (fire compartments, safety of staff and loss control). In the lay out the ‘shelf space plan’ is leading in the lay out: to make sure every Etos has the right amount of merchandise and can work with the standard deliveries for replenishment.


In our engineering we take care of the permits; we deliver the BIDs sets and Construction sets. During Construction we setout the measurements on site to make sure the store is built exactly as designed.

“That’s one small step for a man, One giant leap for mankind”

Neil Armstrong .




The number one Supermarket in the Netherlands. We  deliver the Design and Engineering for more than 50 projects a year, already for over more than 25 years!



Design from concept to execution, permits and turnkey realization for over 10 stores, of which 3 Flagship stores.


Design, engineering and permits for the several projects in the Mall of The Netherlands and other shopping centers and offices




Engineering for the construction and fit-out of Sligro wholesale locations and delivery services.

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