The first time I walked into HEMA, I thought, Oh. This is it. This is the Dutch version of Target.
I was just there for a few basics—some pens, a candle, a clothes rack (my apartment came with a washer, but not a dryer)—but I left with a quiet sense of comfort. Not because it was exactly like Target (it wasn’t), but because it gave me that same feeling: a place to browse, to gather up a few affordable things I didn’t quite realize I needed, and to get a tiny hit of normalcy.
When you move to the Netherlands, everyday errands are where culture shock can sneak in hardest. You need toothpaste, socks, a frying pan—and suddenly, you don’t know where to go. There’s no Walgreens, no Target, no REI. But there are Dutch equivalents. They just take a little discovering.
Here’s a field guide to some of the most helpful store comparisons I’ve found so far—not a complete shopping manual (that’s coming in a future guide), but a starting point for finding your rhythm here.
HEMA = Target meets Bed Bath & Beyond
It’s affordable, well-designed, and distinctly Dutch. You can pick up towels, stationery, socks, basic skincare, home goods, and those iconic little tompouce pastries. It’s got seasonal charm (yes, even Easter decor), and while the stores are smaller than Target, the vibe is similarly comforting.
Action = Dollar Tree meets Aldi
If you love a bargain bin, this is your spot. Action is chaotic in the best way—prices are incredibly low, the stock changes constantly, and you’ll leave with a basket of things you didn’t come in for. Cleaning supplies, craft stuff, cheap snacks, office items, pet gear—it’s all there.
Xenos = World Market meets TJ Maxx
Quirky, colorful, and a little unpredictable. Xenos leans into home decor, dishes, seasonal items, and candles. You’ll find boho mugs next to Moroccan lanterns next to that spatula you needed three weeks ago. It’s fun, affordable, and always worth a wander.
Kruidvat / Etos = Walgreens / CVS
Your go-to for shampoo, ibuprofen, deodorant, drugstore makeup, vitamins, and sometimes even socks or toys. Kruidvat is the chaotic twin—always on sale, a little crowded, a little dusty – the kind of drugstore where you can get vitamins AND toilet cleaner. Etos is cleaner, calmer, slightly more upscale, and seems to a more traditional definition of “drugstore.”
Albert Heijn = Whole Foods lite / Trader Joe’s hybrid
AH is everywhere, well-stocked, and a little polished. Not the cheapest grocery store, but reliable, organized, and full of Dutch staples. Store-brand items are usually great quality, and it’s the easiest place to start until you get the hang of the other chains. You’re going to see the AH sign everywhere you go.
Jumbo = Safeway or Kroger
A more traditional, sometimes family-oriented supermarket. Bigger stores, broader selection, often slightly lower prices than AH. Jumbo tends to have better deals on bulk items and is easier to navigate if you’re shopping for more than one.
Lidl / Aldi = Still Lidl and Aldi, but a different vibe
If you know these from the States, you’ll recognize them here—though the brands and store layouts will feel more European. Great for produce, pantry staples, and anyone on a tighter budget.
Coolblue = Best Buy with personality
An online-first electronics retailer that feels shockingly pleasant to use. Fast delivery, excellent customer service, and cheeky branding that actually lands. Great for appliances, laptops, and accessories.
MediaMarkt = Big-box Best Buy / old-school Circuit City
Huge, slightly overwhelming, but reliable. If you need a television, hairdryer, or washing machine today, this is where you go. The in-store experience is more sterile than Coolblue, but sometimes you want to see it in person.
Zeeman / Wibra = Old Navy meets Dollar General
Budget clothing, household basics, work uniforms, kids’ gear. Zeeman is better known, often surprisingly decent quality for the price. Great for stocking up on the basics.
Decathlon = REI meets Dick’s, but cheaper
Everything from workout gear to camping equipment to paddleboards. It’s practical, no-frills, and focused on accessibility: the prices are designed so everyone can get outside and move. Personally, I’m quite happy with the quality-to-price metric.
De Bijenkorf = Macy’s meets Dillard’s, with a European twist
High-end department store with designer brands, beautiful displays, and a famous holiday season vibe. A place to splurge, to browse, or to get your hands on a gift-worthy Dutch souvenir.
Primark = Walmart-level fashion frenzy
Packed, loud, and cheap—but if you need fast fashion basics or kids’ clothes on a tight budget, Primark gets the job done. Just don’t expect the clothes to last forever.
TK Maxx = You guessed it: TJ Maxx
Same model, different continent. A discount wonderland of brand-name clothing, shoes, bags, and home goods. Stock varies wildly by location.
Bol.com = Amazon, sort of
It’s the Netherlands’ answer to Amazon: massive selection, fast shipping, a bit less overwhelming. You won’t always find the exact thing you want, but you’ll usually find something close enough.
Where You Shop Shapes How You Settle
You don’t have to memorize all of this. You’ll figure it out the way most of us do—by needing a phone charger or a raincoat and asking around or Googling in mild frustration. But understanding the rough equivalents helps.
It helps you feel a little less lost. A little more capable. A little closer to home.
Want a deeper guide to shopping in the Netherlands? I’m putting together a downloadable PDF that covers where to find specific products, how to decode grocery store labels, what you can’t buy here, and more. Stay tuned.
