Zeeman Closing 150 Stores Across Europe, Spares Belgium

Dutch discount textile retailer Zeeman has announced a sweeping restructuring of its European store network, planning to close between 127 and 150 stores by 2028 as it retreats from unprofitable markets and faces mounting pressure from Chinese fast-fashion competitors. However, Belgium — home to 270 Zeeman stores and described as the group’s “locomotive” market — will not be affected by the closures.

A Strategic Retreat

Zeeman, which operates approximately 1,388 stores across eight European countries, confirmed the restructuring in its annual report published on May 26. The company plans to close 51 stores this year alone, with the remainder phased in through 2028. After accounting for new store openings, the net reduction will be roughly 60 stores, according to NU.nl.

The most dramatic move is Zeeman’s complete withdrawal from Portugal and Austria, where all 13 stores — described as unsuccessful “pilot” projects — will close in 2026. In Germany, 12 stores are closing this year as the company shifts focus to North Rhine-Westphalia and Berlin. A further 39 stores are slated for closure across France and Spain.

Financial Pressures Mount

The restructuring comes as Zeeman’s financial position deteriorates. While revenue rose slightly to €984 million in 2025 (up from €969 million in 2024), the company’s net loss widened sharply to €12.5 million, compared to a €5.5 million loss the previous year. In 2023, Zeeman had posted a net profit of over €10 million. The number of items sold also declined, from 270 million to 264 million units.

CEO Erik-Jan Mares described 2025 as a “year of transition.” According to RetailDetail, Mares stated: “In 2025, it was necessary to make choices. Despite rising costs, difficult market conditions and geopolitical uncertainty, we have taken steps in the development of Zeeman.” He added that “getting back in shape is a process that will take several years.”

Why Belgium Is Spared

Belgium stands out as a bright spot in Zeeman’s European operations. With 270 stores, the country is considered the group’s “locomotive” market, and the Benelux region as a whole saw revenue grow by 3% last year — outperforming the company’s average. As RTBF reports, Zeeman’s historical markets in Belgium, the Netherlands, and Luxembourg remain solid, buoyed by strong brand recognition and a loyal customer base.

However, RTBF warns that the same trends pressuring Zeeman elsewhere — rising online shopping, competition from second-hand markets, and shifting consumer expectations — also exist in Belgium, meaning there is no room for complacency.

The Chinese Competition Factor

Zeeman explicitly identifies Chinese fast-fashion platforms Shein and Temu as key drivers of its difficulties. These platforms offer even lower prices without the overhead of physical store networks and are rapidly gaining market share, particularly in Germany and France. Zeeman has noted that these competitors do not always comply with European sustainability and product safety regulations, creating an uneven playing field.

Broader industry trends are also working against traditional discount retailers. Consumers are buying less clothing overall and seeking “experience” and “novelty” in their shopping, according to retail analysts cited by RTBF. The booming second-hand market is drawing customers away from traditional discount stores, which are increasingly perceived as lacking excitement.

Online Presence Remains Weak

Only 1% of Zeeman’s revenue comes from its webshop, which has seen declining sales. This leaves the company heavily dependent on its physical store network at a time when consumers are increasingly shifting to online shopping. By contrast, digital-native competitors like Shein and Temu operate without any physical retail footprint.

What’s Next for Zeeman

Zeeman plans to continue investing in store renovations, supply chain optimization, and its sustainability initiatives, including an expanded second-hand clothing range and a climate transition plan. The company has also appointed a new CEO, Boudewijn van Nieuwenhuijzen, who took over in March 2026.

For affected employees and communities in Portugal, Austria, Germany, France, and Spain, the closures represent a significant blow. Zeeman has not yet detailed specific plans for staff affected by the restructuring.

The broader European discount retail sector is watching closely. Zeeman’s struggles mirror those of other traditional retailers squeezed between ultra-low-cost online platforms and evolving consumer expectations — a trend that shows no signs of abating.