Project Description

Social Value Creation According to Zeeman

Zeeman is a family owned and operated chain of textile stores with over 1,300 establishments in seven European countries bringing in over € 740 million in annual revenue. Founded in 1967 by Jan Zeeman, it uses a clear marketing formula based on a solid financial foundation. Zeeman is a leader in the market segment it serves.

Investments in products, supply chain, and store quality are made from a central service and distribution centre. Zeeman online generates an ever-increasing share of the total revenue. The company’s CSR objectives are an integral part of its daily business operations, on the cutting edge of supply chain responsibility and customer awareness.


CSR report

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Remarkably simple

Zeeman’s CSR objectives are geared towards solutions that benefit people, the environment, and society. As such, these objectives are sustainably embedded within Zeeman’s business strategy for ensuring business continuity and forging long-term relationships. This strategy has enabled the company to build a solid financial foundation over the years. Zeeman’s CSR strategy is now widely recognised, as evidenced by the fact that Zeeman’s CSR manager, Arnoud van Vliet, was awarded the title of CSR Manager of the Year for 2019.

In the interest of ensuring better and more transparent reporting on supply chain responsibility and impact, CF Report has linked strategy with goals and impact.

Goal-Oriented and Result-Driven

A new impact model, the value chain model, and the connectivity matrix show the objectives and effects Zeeman reports on. Sustainability is not an absolute number; Zeeman is as sustainable as it gets, but that has not stopped the company from seeking new ways to reduce its impact on people and the environment and increase its positive contributions. The impact model illustrates this alongside the UN’s Social Development Goals. In the value chain model, Zeeman’s value creation is ‘plotted out’ at the various points in the supply chain and the input/output/impacts are reported at stakeholder level. In the connectivity matrix, the KPIs resulting from the material themes within the three CSR strategy pillars are organised in one dashboard. Together, these three diagrams serve as the blueprint for reporting.

Transparency is based not only on facts but also on structure. The CSR report is designed to ensure outreach to a diverse group of stakeholders. That is why an ‘audience-friendly format’ has been chosen. An outline is structured and embedded in governance, strategy, and progress; detailed information is available in appendices. The result is a straightforward storyline in which Zeeman’s motto – better for people, the environment and society – comes across in a clear and engaging way.

Would you like to find out more about value creation?

Please get in touch with
Felix Janssens, Creative strategist

+31 627 257226

Would you like to find out more about the Zeeman case?

Please get in touch with
Pieter Koenders, Managing director

+31 655 746585

Scope CF

Online reporting
CSR advise – value creation

Nice to know

A family business since its founding in 1967, Zeeman operates in more than seven countries across Europe

sustainable cotton sourced by Zeeman
relative to total cotton consumption

recyclable packaging material and waste

Zeeman actively pursues seven SDGs. The chain has recently ventured into the business of retailing second-hand clothing in its stores.

Services and tools