Zeeman presents CSR report and 2025 review
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“Building with focus towards a sustainable future”
Zeeman looks back on a year in which important steps were taken towards the future. Investments were made to strengthen the foundation, further improve sustainability across the supply chain, and enhance the customer experience. Although these investments resulted in a slight operational loss due to challenging market conditions, Zeeman sees strong opportunities for the years ahead. More customers are finding their way to the stores, customers are recognising the company’s sustainability efforts, and fundamental choices have been made to ensure textile essentials remain affordable in the future. CEO Erik-Jan Mares: “Zeeman deliberately chooses a sharper focus: we invest where opportunities lie, adjust where performance lags behind, and step by step strengthen our foundation for the future.”
Challenging market conditions
2025 was a challenging year for Zeeman, with significant pressure on results. While strong performance was achieved in the Benelux, results in countries such as France and Germany fell short of expectations. CEO Erik-Jan Mares: “In 2025, making choices was essential. Despite rising costs, challenging market conditions and geopolitical uncertainty, we have continued to move Zeeman forward. Today’s reality requires short-term focus, while we remain committed to building our long-term sustainable ambitions. For Zeeman, this means continuously balancing: investing where necessary, while maintaining the discipline to further strengthen our foundation. We are not there yet; that is exactly why we continue to work purposefully on improvements. We carefully assess where and when further adjustments are needed.”
Getting fit and staying fit
In 2025, Zeeman placed strong emphasis on further strengthening its foundation. The company has set a course towards improving efficiency and effectiveness. “By improving our processes, systems and organisation, we can better focus on the customer, keep costs under control, and collaborate more effectively,” Mares continues. “We have taken the right steps, but becoming fit is a multi-year journey.” These improvements are also essential to evolve towards a more professional approach to CSR policy. The focus is shifting from developing individual initiatives to a structured, systemic approach. Data recording and control play a key role in this transition.
Concrete operational investments
In recent years, Zeeman has taken steps to further improve the company. The distribution centre has been mechanised, in-store technology has been upgraded, the online platform has been enhanced, and, in light of rising costs, performance requirements for stores have been tightened.
Cooperation within the organisation has been strengthened, investments have been made in improving the store experience, and the brand has been reinforced outside the Benelux. These efforts further strengthen the foundation for the years ahead. In addition, significant work has been done to further improve the customer journey and increase efforts on social media. The basis for a new campaign has also been established.
Sustainability remains a key focus
In March 2025, Zeeman was named the most sustainable retailer in the Clothes & Fashion category by Dutch consumers in the Sustainable Brand Index. This large European survey evaluates 1,600 brands across 36 sectors on sustainability.
In 2025, the collection of reused clothing was further expanded. The living wage programme has grown and now reaches more than 12,000 people. The share of cotton meeting Better Cotton criteria has increased further. In addition, the climate transition plan was fully developed in 2025, clearly outlining the goals Zeeman will pursue from 2026 onwards to further reduce its climate impact.
More relevant than ever
Zeeman’s offering is more relevant than ever. “We see that more and more people are finding their way to us for underwear, socks, basics and baby and children’s clothing,” says Mares, “and we will continue to ensure these Zeeman products remain affordable. Naturally, produced in the most sustainable and responsible way possible.”
Outlook for 2026
In 2026, Zeeman will continue along this path. The focus will remain on strengthening the organisation’s foundation, broadening the customer base, and further increasing sustainability across the supply chain. Concrete steps for 2026 include:
Expanding the assortment
Further improving product availability for customers
Investing in store renovations
Optimising the store network
Strengthening performance in countries outside the Benelux
Structurally reducing costs across the supply chain, warehouses, transport, and store operations
