Albert Heijn - NewArmstrong

‘s Albert Heijn Case Study

FormulaAlbert Heijn

Design as the bearer of the formula

For more than twenty-five years, NewArmstrong has worked with Albert Heijn on the further development of one of the strongest retail formulas in the Netherlands.
Our core role lies in designing stores that strengthen the formula: clear, recognizable and attuned to customer behavior – today and in the future.

The task:a consistent formula translated to each location

Albert Heijn is constantly on the move. New customer needs, changing store environments and different scales require a formula that is flexible but always remains recognizable.

The challenge is not only in how a store looks, but more importantly:

how the formula is perceived
How routing and layout drive buying behavior
How fresh, convenience and promotion come together logically
how each store fits within the larger brand story

That’s where design makes the difference.

Our focus

Formula, layout and shopping experience

NewArmstrong works closely with the Albert Heijn Format department on the spatial translation of the formula. Our work focuses primarily on:

formula development and translation
store concepts for AH, AH XL and AH Urban
routing, sightlines and customer flow
commodity classification and product positioning
balance between recognition and local context

Each design choice is tested against one central question:
does it support the formula as well as the customer’s purchase moment?

Designing from behavior

From entry to point of purchase

Retail design is not an aesthetic exercise, but a strategic tool. Our designs for Albert Heijn focus on customer behavior:

a clear and inviting entrance
direct visibility of fresh and service
intuitive routing that leads naturally through the store
logical progression from daily shopping to impulse purchases

This creates a store that feels comfortable, works efficiently and is commercially strong.

Strong
in brand consistenty

Scalable and distinctive

One formula, many appearances

Albert Heijn stores are located in a variety of contexts: from downtown to community centers and from new construction to existing properties.

NewArmstrong ensures that:

the formula always remains recognizable, regardless of location
design principles are scalably applicable
variety arises without fragmentation of the brand

This makes it possible to move quickly without compromising on quality or identity.

Technical design

For most of the Albert Heijn organization, our focus is on design and formula.
For franchisees, we additionally take care of the process up to and including the technical design, including structural and installation engineering and permits.