Hema drops gendered labels from children's products

The Dutch retail chain Hema has decided to drop all gender identification from its products aimed at children. In future, the chain will not describe clothing as being for boys or for girls.

“You will carry on seeing pink dresses in Hema, but we will also be stocking tough-guy clothing for girls,” said purchasing director Trevor Perren. The decision, a spokesperson for the chain said, would increase the market for children’s clothing by opening it up to both boys and girls.

Hema’s decision follows the announcement this month by British department store chain John Lewis that it would no longer split children’s clothing into boys and girls sections.

Hema has stores in Brussels and across Flanders.

Photo: Onderwijsgek/Wikimedia