Author Archives: Donna Johnson

The Cookie Cheesecake (almost no baking!)

Image result for cookie cheesecake

Cookie and Cheesecake lovers heard: We have the desire from the lips read and merged both delicacies in a single recipe. How delicious this cake tastes with its cookie bottom. The Cheesecakemasse is as creamy as you could wish for and comes out without baking. With our recipe, only the cookie dough is baked in the oven. To put the whole thing literally an icing on the cake, a mascarpone cream cream decorates our cookies cheesecake.   This is of course a wonderful excuse to decorate the cake with some cute mini-cookies.

So, what are you waiting for ? Grab a cake ring and start preparing this delicious cheesecake.

The recipe of the cookie cheesecake

For 8-10 pieces of cake

The cookie dough


  •     110g soft butter
  •     90g white sugar
  •     40g of beet sugar
  •     1 egg
  •     190g of flour
  •     2 teaspoons of vanilla extract
  •     80g pieces of milk chocolate (if you prefer dark chocolate, of course this is also possible)

Preheat the oven to 160 °. Using an electric hand mixer beat the soft butter and the two types of sugar until frothy. Add the eggs and vanilla and beat again. Add all the flour and beat the dough gently. Then fold in the chocolate pieces.

Place a silicone baking mat on the stovetops . Place a cake ring (diameter 23 cm) on it and lay out the bottom with the cookie dough.

Store some dough. This will later make the mini-cookies that serve to decorate the cheesecake.

Bake the cookie bottom in the oven for about 15 minutes. The cookie should be lightly browned after baking.

Let the finished floor rest at room temperature and never take it out of shape!

The cheesecake pulp


  •     80g white melted chocolate (lukewarm)
  •     460g Cream cheese
  •     160g cream
  •     70g of beet sugar
  •     3 teaspoons of natural vanilla extract
  •     150g pieces of chocolate

Beat cream cheese, beet sugar and cream in a large bowl for 1 minute until frothy. Then add the vanilla extract. While constantly whipping, mix the white chocolate (note that this must not be hot). Finally, add the chocolate pieces.

Place the cream on the cookie bottom and chill for at least 6 hours.

The mascarpone whipped cream


  •     100g cold whipped cream
  •     2 tbsp cold mascarpone
  •     Powdered sugar (depending on your preference)

Beat the cream and mascarpone to whipped cream. Finally add the powdered sugar.

Fill a piping bag ( with 1M spout ) with whipped cream.    

Now all you have to do is gently remove the cake from the mold and decorate it with whipped cream. For the grand finale, the mini-cookies are put on the whipped cream.



Mud cake umbrella for real autumn days

The fall got you full? Our féeries and us too. But we do not let the mood spoil and play in the mud. In the sweet mud. With a fantastic motif cake in the form of an umbrella under which a delicious chocolate mud cake, ie “mud cake” hides. Decorated in such a nice way does autumn make fun, too?

The Chocolate Mud Cake

For a hemispherical shape measuring 15.5 x 8 cm


  • 135 ml of water
  • 1 small pack of fine soluble coffee powder (about 2 gr or 1 tsp)
  • 225 gr flour
  • 190 gr dark chocolate
  • 3 eggs
  • 1 pkg. Baking soda
  • 300 grams of cane sugar
  • 110 grams of sugar
  • 190 grams of soft butter
  • 20 ml of vegetable oil
  • 95 ml whipped cream
  • 40 grams of baking cocoa

Preheat your oven to 135 ° C. Prepare your baking tin with Backspray “Bake Easy” or butter.

Bring the water with the coffee powder to a boil in a saucepan. Add the butter in small pieces, as well as the sugar and the chocolate. Let everything melt. Remove your pot from the heat and allow the mixture to cool to room temperature.

In the meantime, mix the flour with the baking powder and the baking cocoa.

In a bowl, stir the eggs with the cream and the oil. Add the flour mixture. Also stir in the melted chocolate mass with the dough hook of your blender. Stir everything into a smooth dough. Put the dough in your prepared baking pan. Bake the Mud Cake for about 1 hour and 40 minutes on the lowest level. At the end of the specified baking time, cover your cake with aluminum foil and leave it in the oven overnight.

Dark chocolate ganache with orange


  • 314 gr dark chocolate
  • 175 ml whipped cream
  • 10 ml orange flavor of z.Bsp. Lorann
  • 2 gr salt

Heat the cream until just before cooking. Turn off your stovetop and add the chopped chocolate. Stir everything into a creamy mixture until the chocolate is completely melted. Finally, add the salt and the orange flavor. Let it all cool a little before you fill your Mud Cake with a part of the cream and coat completely with the ganache from the outside as shown. (You can also use an orange jam to fill.)

Structure of the motif cake:

Build the set for a Gravity Cake as shown:

The decoration of the Mud Cake

  • silver fondant
  • Pale Blue, Black, Orange, White, Pink and Pink Fondant
  • Ivory fondant by Massa Ticino
  • Color powder gold
  • Rosenblattausstecher
  • 11 leaf veiner in a set

Grasp the bottom plate of the Gravity Set with a mix of silver and light blue fondant. Knead the two fondant until a beautiful marbling is created. Cover your cake with black fondant.

Cover the parts of the Gravity Cake Set with silver fondant and form a umbrella handle made of black fondant. Add more details such as the canopy and the brackets of the screen. The umbrella holders can be made from small black fondant balls, which you attach to toothpicks.

Make several rose petals of different sizes from orange fondant. Coat it with the golden powder paint. Add some powder color to some lemon juice or clear alcohol and sprinkle with the fondant. Let the leaves dry. For a 3d effect, you can do this on slightly crumpled aluminum paper. This adds light bumps to the leaves. After drying, spread the leaves around your motif cake. Add more small decorative elements, such as a dog or rubber boots, as needed.



Dome with white chocolate mousse and mirror glaze

Image result for Dome with white chocolate mousse and mirror glaze

You have requested a guide to Mirror Glaze from us, and since we can not refuse you a request, here comes our recipe with detailed instructions for perfect Mirror Glaze. Great, is not it?
The small dome tartlets according to our instructions will make you a star pastry chef in your kitchen.

And since we do not do things by halves, you get not only the instructions for the Mirror Glaze, but also delicious dome tartlets with a filling of white chocolate mousse, macaron pieces and mango and fresh fruit, which also without a coating of Mirror Glaze are the madness.

The Mirror Glaze

The quantities given for the glaze are sufficient for a cake of 18-20cm in diameter or 6 small cupolas with a diameter of 8cm.


  • 2 teaspoon ground gelatin
  • 50ml of water
  • 100g white chocolate couverture
  • 70ml sweetened condensed milk
  • 50ml of water
  • 100g sugar
  • 100ml glucose or sugar syrup
  • white food coloring for the Mirror Glaze
  • Pink food color paste

Stir the ground gelatin with 50ml of water and swell the gelatin for 5 minutes.

Mince the chocolate couverture and stir in another bowl with the sweetened condensed milk. Finally, add the dissolved gelatin.

Bring 50ml of water, the sugar and the glucose syrup to a boil. Once cooked, reduce heat and simmer for another 10 minutes. Add the hot sugar over the chocolate and the condensed milk.

Stir everything with a whisk until a smooth mass has formed.

Cover the surface with plastic wrap and place in the refrigerator for at least 12h. Prepare your cupola tarts in the waiting time.

For the cupolas

For 6 cupolas with a diameter of 8 cm

You need :

Half a handful of raspberries and strawberries or other fruits of your choice

chopped almonds or grated coconut

crumbled Macaron as a small crunch in your tartlets.

And for the decoration, you can let your creativity run free.
We have currants and small pieces of passion fruit jelly use as well as some caramel sugar decoration.

Caramel decoration

First prepare a caramel. For our decoration, two tablespoons powdered sugar are perfectly adequate.

Put the sugar in a saucepan on low heat on the stove. Wait until the caramel slowly forms. As soon as it starts to brown you remove the pot from the stove and use a spoon to decorate your baking paper. That’s all

Monster cake for Halloween

Buhhh, happy Halloween … yes, ok, not quite, but the autumn is at least already there and that counts! At least for our Féeries. They can not wait to talk about bats, autumn leaves, skulls and mushrooms every day. Yes suspected correctly. Halloween is one of the favorite seasons of our féeries.

They were so impatient again that we could only make them happy with a little monster cake. What a happy coincidence that you are already looking for a scary sweet idea for a monster cake for Halloween, right? But to the right scary is still a little time, so today our sweet purple flying monster, which is certainly not to scare.

Base cake Monster cake

Suitable for a cake the ball-shape of Féerie Cake


  • 225gr of flour
  • 35gr cornstarch
  • 4 eggs
  • 6gr baking powder
  • 200gr of sugar
  • 90gr soft butter
  • 180ml vegetable oil
  • 180ml buttermilk
  • 14ml vinegar
  • 20gr unhealthy cocoa (baking cocoa)
  • red food color gel

Preheat your oven to 180 ° C. Prepare the shapes with Bake Easy Spray. mix the flour and the starch with the baking cocoa and the baking powder. Beat the soft butter with the sugar until frothy. Slowly add the oil, sip, and beat everything creamy.

Separate your eggs and beat the egg yolk under the sugar & butter mixture. Add the vinegar.

Add the prepared mixture of dry ingredients and stir in these as well as the buttermilk and a few drops of food coloring.

Beat the remaining egg whites until stiff and carefully lower them.

Distribute the dough evenly on two hemisphere shapes.

Bake the halves of the ball for about 40 minutes.

Wait until your cake has cooled down a little to make it easier to release it from the mold.

Step-by-Step Guide

butter cream

  • 150 g of soft butter
  • 100 g of powdered sugar
  • 25 ml buttermilk

Stir the butter with the blender until it is creamy and soft. Then work the icing sugar under. Now add the buttermilk bit by bit until everything is well mixed.

Use a knife to cut a mouth similar to our picture in one half of your Red Velvet balls.

Put some buttercream on the top of one half of the ball and combine it with the second half to form a complete ball.

Keep your ball cold while you prepare the rest of the things.

hairy cream:

  • 150g cream cheese
  • 120g of mascarpone
  • 300g whipped cream / sweet cream
  • 150g powdered sugar
  • purple food color gel
  • Spout medium no. 2010 – triple star

Stir the mascarpone in a bowl with the cream cheese. Add the cream and beat everything together stiff. Sounds crazy like Halloween, but the cream gets really stiff.

Add the icing sugar. Finally, dye the cream with food color gel in the desired shade. Your cream is ready as soon as it has become much thicker and firmer.

Pour the cream into a pastry bag and use the spout “triple star” to inject small dots, monster hairs at your entire ball, and around the cut out mouth

Do not put too much cream in your piping bag at once, otherwise you run the risk of melting the cream in your hands while you work. Make your hairy Monster Cake cold.

Just before tasting their monster cake, add the following details and prepared decorations:

Decoration Hair & Co.

  • Candy Melt extra white
  • Blend for RoyalIcing Funcakes
  • Fondant (White Vampire Fangs, Black Eyes & Mouth, Red Remaining Body)
  • Glitter powder cherry red and lavender

Eyes :

Melt the candy melts and place them in a cake pops box to create small hemispheres. Put the mold in the fridge to cool. Carefully remove the cooled hemispheres from the mold and paint them with black food coloring for the special shine of the eyes. Release two white eyes or add them as pupils with Royal Icing as soon as the black color has dried.

Ears, Tongue & Vampire Teeth:

Model a matching tongue, ears and vampire teeth for your monster colored fondant monster. Decorate the fondant at will with glitter powder and Royal Icing for that special touch.

Wings and horns:

We made our wings and horns out of cookie dough with the help of a template, but you can of course also make the wings and horns out of fondant if you want. For the perfect finish we have awarded our cookie wings with royal icing and glittering powder. With glitter, our Féeries simply can not resist.

Well, who is brave enough now and dares to cut our cute monster?



Karibischer Poke Cake

pop cake pineapple coco

You can not resist a poke cake that delicately smells of Caribbean, pineapple and coconut! Especially when you bite at the first bite in a fluffy dough, which immediately hints at the delicious touch of pineapple and the crunch of coconut. Yummy!! The poke cake is refreshing, delicious and totally summery! So, for a moment, bring back the summer mood that was already lost for this year!

Caribbean Poke Cake

The cake


  • 180g of flour
  • 1 heaped teaspoon of baking soda
  • ½ teaspoon of soda
  • ½ teaspoon salt
  • 2 eggs
  • 100g sugar
  • 2 teaspoons of vanilla extract
  • 100ml of vegetable oil
  • 120ml of milk
  • 200ml coconut milk
  • Powdered sugar with lemon flavor

Preheat the oven to 170 °.

Mix all dry ingredients except the sugar.

In a large bowl beat the eggs with the sugar until the mixture becomes frothy.

Add the oil and vanilla extract.

Add the flour and the milk in two passes, alternately.

Enter the mass into a rectangular baking pan 20 cm and spray the mold before with baking spray one. Let it bake for about 20 minutes ..

Mix the coconut milk with the lemon-powdered icing sugar .

Now pierce holes in your cooled cake with a stick or a straw. Then put in the holes the coconut milk-sugar mixture and fill the holes well.

The glaze:


  • Enchanted Cream (100g of the ready mix )
  • Canned pineapple shredded into small pieces (about 100g)
  • vanilla extract
  • 1 small bowl of grated coconut, which are then fried in the pan until golden brown

Follow the directions on the pack and prepare the Enchanted Cream. Add the vanilla extract, the pineapple bits and 3 tablespoons of pineapple juice to the cream. Keep the cream cool for a good hour.

Spread the cream evenly on the poke cake with a rubber spatula and then sprinkle with the coconut flakes.

Let the little trip to the Caribbean taste it!



The Pistachio Layer Cake

To be precise, this is a pistachio molly cake decorated with pistachio butter cream with Italian meringue.

However, we must warn you in advance: This layer cake is delicious to drop. However, it is also quite expensive and involves many steps.

But it’s worth the effort. Promised!

The Molly Cake is, as always, as soft as you could wish for. And with our soft and airy buttercream, even the toughest skeptics can be convinced.

The pistachio layer cake

For about 8 people

Our pistachio layer cake begins with the preparation of the pistachio Molly Cakes . The recipe can be found on our great blog.

Divide the cake dough into three parts and bake each in 3 cake pans 20 cm x 5 cm .

The recipe of buttercream with italian meringue


  • 3 egg whites
  • 100 g + 100 g sugar
  • 50 ml of water
  • 210 g soft butter, cut into small cubes (remove the butter from the fridge for 2 hours before use) + 2 tbsp Crisco shortening (optional)
  • 2 teaspoons pistachio paste
  • 2 drops of almond emulsion
  • 1 tsp vanilla extract

For the syrup boil the water and the 100 g of sugar to 120 °. The temperature should rise slowly.

Meanwhile, beat the egg whites until a shaving creamy mass is produced. Add the remaining 100 g of sugar gradually. Keep an eye on the syrup. This should now have reached the right temperature. Remove the syrup from the heat and drizzle over the egg whites. Be sure to put the syrup on the egg whites and not on the whisk. It would be a pity if the syrup were distributed everywhere. Beat the drizzled egg whites until a shiny and smooth meringue is produced. This should stick firmly to the whisk and should not melt.

Before the butter can be added, the meringue should no longer be hot and the bowl of the baking machine should be at most lukewarm. If you are not sure, you should transfer the meringue from one container to the other to accelerate the cooling process and prevent catastrophic butterflakes.

Now, the butter can be added gradually and with constant beating. Keep the consistency of the butter cream in mind. If this is too liquid, the butter was too warm. In that case you can use Crisco shortening to solidify the buttercream. That certainly helps!

Finally, the food flavors and pistachio paste are added to the butter cream.

Refrigerate for 30 minutes in the refrigerator.

The finishing touch

You need:

  • several piping bags
  • 1 middle star-shaped spout 172
  • pistachios splitter
  • Butter toffees (cut into small pieces)
  • 1 angle palette
  • 1 large spatula to smooth the cake
  • A small cup with melted and cooled white chocolate

Fill a piping bag with the pistachio butter cream. Cut off the top of the bag to make an opening of about 2 cm.

Place the first cake base on a cake tray and place it on a rotatable cake plate.

Use the buttercream to paint a spiral on the bottom of the cake and then cover it with a second cake base. Repeat this process with the last cake base.

Cover the entire cake with a thin layer of butter cream. Smooth the buttercream with an angle palette or a cake spatula. Keep the cake cold for 30 minutes (the butter cream too!)

Remove the cake from the refrigerator after the wait and cover it with a slightly thicker buttercream layer. Smooth the cream and remove excess cream with the Angle Palette.

Sprinkle the bottom edge of the cake with the pistachios and toffee pieces.

Fill a piping bag (equipped with the middle star-shaped spout 172) with buttercream and decorate the cake’s surface.

Fill another piping bag with the white melted chocolate. Cut off the tip of the piping bag to create an opening of 3-4 mm. Drizzle the white chocolate on the edge of the cake. How to achieve a “drip cake” effect.

A little hint:

If the pistachio butter cream is too firm to use, you can beat it with the electric hand mixer for 1 minute. So it is wonderfully supple and soft again!



The best on the bread: chocolate sprinkles, Hagelslag

Raschel, Raschel! Better Sch-Sch. Or maybe Schr-Schr. Hm. Is it not quite true yet. But: it is this very distinctive sound when I take a still well filled box of Hagelslag / chocolate crumbs / chocolate gel and shake something. And it is only this cardboard box with exactly this filling that makes the special sound sound. A gentle Schr-Schr halt, or sh-sh! Not SCH! sch! “as if to scare a cat out of the garden, but when very fine things fall on each other and sort themselves again. And it is exactly this sound that gives me something. Like the bell in Pavlov’s dog. Klingeling: now comes a treat. Schr-schr: now comes something fine. The bread / roll is buttered, the bowl vanilla vla is ready to decorate. With fine, small sprinkles of chocolate with icing. Hammer! Because now comes the chocolate crumb or chocolate hailstones, as they say in the Netherlands.

It rustles in the box

What is triggered by the rustling in the box are, of course, especially memories of childhood days. Holidays on the North Sea and for breakfast there were of course chocolate on bread. And for dessert there was of course vanilla veal and if this should be special, the little chocolate pieces came out of the cardboard box on top. And my mother was very careful that I did not pour out of the pack after the first shift was spooned off. It worked sometimes, but sometimes not. Mischievous grin.

Hagelslag on the bread, with butter, even better peanut butter

Hagelslag is still part of every holiday in Holland, for breakfast, as a travel companion. During my study year in Amsterdam, even in combination with peanut butter (pindakaas). During this time I also learned to appreciate the Dutch bread. If German food in the Netherlands look disrespectful, then first the bread. The discs can be compressed to a minimum of volume and it puffs up by itself, back to its original shape. Main component: air. Germans living in the Netherlands bring home two things: bread and beer. And yet I loved the bread as carrier for Pindakaas and Hagelslag.

As a child, one day or the other, I even ventured on to the colorful fruit crumbles, the white aniseed sprinkles or the coarser grated chocolate flakes. But nothing came to the real hailstorm permanently. Also not in dark (puur) but always the bright milk chocolate Schokostreusel. In the context of this early love also see my habit of picking crumbs from the plate with his finger.

It started in a storm …

The history of this special bread covering dates back to 1919. The confectionery manufacturer BE Dieperink, director of the traditional company Venco ( see Top of the Drop ), is said to have come up with a hailstorm, because hagelslag in German hailstorm means to create white granules of sweetened anismasse as a bread topping. A few years later, produced by the company Venz starting in 1936, the hagelslag found its way onto the breakfast bread of happy children. Incidentally, happy Flemish children like to say muizenstrontjes to the dark brown crumbs. Mäuseköttel. Uh, lekker!

Little chocolate, lots of sprinkles

Of the approximately 80,000 tonnes of chocolate consumed in the Nederlanden per year (1991), the proportion of chocolate flakes and hailstones has a share of 15% (12,000 t / year). That’s about 750 g hailstack or 5 kg chocolate consumption per person. ( Source: Nederlandse Cacao en Cacaoproducenten Vereniging (NCCV), 1992 )

I could not find any more up-to-date figures, but in 2010 the Dutch were much more restrained than other Europeans: they consumed only 3 kg of chocolate per capita (or per mouth). However, whether or not Hagelslag is included in this quantity is unclear. Germany is 11.4 kg, Switzerland is world champion with 12.4 kg. (Source: Brand One)

When it comes to pure confectionery, it is not surprising that the Dutch have numerous pastries such as the Stroopwaffel and Liquorice as a treat. It is all the more astonishing that there is so much chocolate eaten on bread and in chocolate-friendly Germany, the sweet bread spread could not prevail. In some shops in North Rhine-Westphalia (Rewe, there usually with the baking ingredients) and in western Lower Saxony they should give it as normal to buy, but in the German standard breakfast repertoire as in the Netherlands – even at breakfast in the hotel there are minijuts – they never found. That this will change in the future, that’s what I’m working on!

A lamb for Easter! – Recipe

Jesus Christ takes the guilt and sin of the people and dies for them to save us humans. Like a lamb being led to the slaughterhouse. We remember this symbolism each time the Eucharist is celebrated: breaking the bread after the salutation, the “Agnus Dei,” ” Lamb of God,” is prayed.

In memory of Jesus Christ and the Good News of his resurrection, white lambs are being baked at Easter. The color stands for innocence. In many communities, the Easter lambs are blessed after the Easter Vigil.

The lamb can be represented in different ways. We have tried two variants for you: cake pop lambs – and the traditional Easter lamb shape.

Osterlamm baking cake pops.


60g of melted butter
1 egg
1 tbsp. Natural yoghurt
50g sugar
1 pck of vanilla sugar
1 pinch of salt
1 teaspoon Baking powder

For decoration:
Icing sugar, coconut flakes, sugar-decor-eyes and chocolate leaves
or white chocolate, white chocolate crumble

If you want a fresh variant, you can also stir in a teaspoon of lemon at the end.

Chocolate Cake Pops

30g of melted butter
1 egg
50g sugar
1 tsp vanilla sugar
1 pinch of salt
2 tsp ground almonds
50g of flour
1 teaspoon Baking powder

Coat the balls with white chocolate and cover as desired with coconut flakes or white chocolate chips. Chocolate decorating leaves and sugar decorating eyes for decorating.

How do you bake an Easter lamb?

The Easter lamb:

2 egg whites
2 egg yolks
120g butter
120g sugar
1 pck of vanilla sugar
1 pinch of salt
160g of flour
1 teaspoon Baking powder

To decorate, use the same ingredients as for the cake pops.

Chocolate cake: A new breakfast formula to lose weight

Image result for chocolate cake

The secret to losing weight and keeping the line is to adopt a correct eating behavior. The main thing is to consume balanced food, without excessive, and especially to monitor the food when you are under strong emotions. Indeed, many people, especially women, find refuge in food to comfort themselves when they are depressed or anxious. According to researchers in Tel Aviv, eating chocolate cake at breakfast is an effective way to lose weight .

Delicacies at breakfast: To lose weight without suffering from research

Researchers at a university in Tel Aviv established different nutrition programs for two groups of obese people for an eight-month period. A group of nearly 90 people followed a carbohydrate-free diet, with a “light” breakfast of up to about 300 kilocalories. The other group of more than 90 people also had twice as many calories for breakfast, including chocolate treats and delicacies. A four-month diagnosis indicates that all individuals in both groups lost about 15 kg, and that the first group recovered, but those in the second group maintained the weight loss. of 7 kg. In total, obese people who consumed delicacies and treats, including chocolate cake at breakfast, easily lost weight.

Delicacies chocolate delights: To remove the cravings for snack during the day

Given this experience, researchers have deduced that the consumption of chocolate cake at breakfast is very important. In general, in the morning, the body needs sugar that turns into energy to cope with a day. When the participants in the second group have enjoyed delights and treats for breakfast, they do not feel the urge to consume sugar throughout the day. Thanks to the chocolate cake, the sugar intake is sufficient, moreover, the action of the body avoids the accumulation of fat levels in the blood. This allows these people on a diet to lose weight without getting tired. Researchers are also proving that chocolate delicacies and delicacies contribute greatly to the fight against depression or stress, which are the main sources of food need.

Dutch pastries and Dutch Design

A way is part of every shopping trip: the way to the HEMA

A path is one of the most important trips to the Netherlands: the way to the department store with the big red letters, the HEMA. I like to browse there, household utensils, stationery, simple and beautiful clothing basics, Dekokrams and especially the typical Dutch pastries, especially the Stroopwafels. Everything has somehow a simple, but special style that shapes the whole range and is priced relatively cheap.

Simple with taste

It’s hard to tell what exactly is the HEMA style, but almost all things belong to the HEMA range. Simple, but somehow a bit special. HEMA calls it Dutch Design, that may be true. Maybe it’s also described with ‘practically with the loving something’ as well. The uniform style I know otherwise only from Ikea. He clings to every fruit bowl and lampshade in the large Swedish furniture store, even before the names Äbblask å lar or Lysbryllar are perceived. HEMA does not need a special name. At most the department with the Jip-and-Janneke harness. In addition to Dutch design, Dutch tradition is also very popular in the design of its products. And the design is unique, a HEMA product can only be obtained from HEMA.

Favorable to the unit price

In 1926, Hollandsche Eenheidsprijzen Maatschappij Amsterdam , their first shop in the Kalverstraat, opened the main shopping street in Amsterdam. For this name HEMA stands as an acronym, translated means it Dutch unit price society Amsterdam . It was intended as a cheap branch of the upscale department store de Bijenkorf , in the style of the American department store Woolworth. All products initially cost 25 or 50 cents. Later also 75 cents and a guilder. This price policy lasted until 1945. HEMA was also a pioneer in the field of the franchise. It was the first franchise licensor in the Netherlands in the 1950s and is now the largest Dutch franchise with more than 250 franchisees and 680 stores. There are currently twelve branches in Germany .

HEMA in Dortmund

Stroopwafels in all variations, honey cake, gege koek , licorice and mints . In addition Dekokrams in Oranje to the important festivities, chocolate letters to Sinterklaas. In Mondrian year decorated HEMA in yellow-red-blue with black and white grid. It is the department store with the typical Dutch assortment and plays this trump card too. Not least because of this great identification with national rituals and traditions, the chain is so popular in the Netherlands. A true brand core, beyond the polders and windmills. Because there are many good and cheap in Germany, it takes the Dutch design on board, it stands out. Therefore, the specific Dutch products are also on offer in the German branches, if I had also wished for a larger selection of liquorice in Dortmund. The variety of sweet pastries was pleasing. If I do not come to the shopping in the Netherlands, Dortmund is now a real alternative.

A small disadvantage: the shop in Dortmund is not ideal cut. It has a fairly small footprint, over three floors with a dominant escalator in the middle. The clientele did not care in the first days after the opening, the crowd was neat. But in this country she still has to get used to the one collecting queue for several cash registers. Luckily, I already knew the principle from the Dutch branches and I think it is very likable, as fair as the conventional supermarket principle.

Special marketing campaigns

HEMA also attracted special attention beyond the NL community. An animation of the webshop which became viral in social media went through the net in 2012.

And how do I make eye-catching advertising for a push-up bra? Exactly: with a male fashion l. Or question the gender role altogether? One girl complained about social media about too much pink in the clothing selection. HEMA responded promptly: out with pink and light blue! From then on, only gender-neutral children’s clothing was in the range. This action also triggered a social debate! No matter if it was about corporate marketing, it was up front, innovative and sympathetic.

Near the cash register lurks in many Dutch branches another peculiarity of the retail chain: the rookworst , a smoked sausage, which is similar in form to the German meat sausage. For many, the sausage is the first association, but not always positively documented, because the smell of sausage spreads in large parts of the store. Since I’m not a sausage friend, I’ve been able to successfully ignore the offer so far. The story of the hot sausage was born out of necessity. In 1936, too many of the otherwise cold-selling sausages were ordered at a store in Amsterdam. But as a warm snack, they went away like hot cakes. Other businesses followed, and the emergency became such a successful action that became a trademark .

The secret of HEMA

What does it matter now, the secret of HEMA? The department store, which many of the Dutch have repeatedly voted as the most important Dutch brand , in 2010 with 62 percent?

The Hong Kong-born and Dutch-born documentary filmmaker Yan Ting Yuen went in for Het van de HEMA , who is still in the NPO media library .

In a subliminal way, I was always aware of the secret in my visits, somehow. But that is also the secret of secrets, that they do not immediately catch the eye, but rather give a sense of ‘oh yes’. That’s exactly what HEMA does.