Liverpool-based B&M European Value Retail announced the appointment of Amsterdam-based Tjeerd Jegen as its chief executive officer. 

B&M said it has applied for the necessary UK Visa and related work permits for Jegen.

“Tjeerd brings broad international retail experience having worked in leadership roles at Ahold Delhaize, Metro, Tesco, Woolworths, HEMA and Takko Fashion over 25 years,” said B&M.

Jegen will take over from Mike Schmidt, currently interim CEO, on June 16, 2025. Previous CEO Alex Russo left B&M on April 30, 2025. 

On April 15, B&M said group revenues rose 3.7% to £5.6 billion in the 52 weeks to March 29, 2025, “with revenue growth from new store performance and positive like-for-like (LFL) sales in France offsetting negative LFL performance in B&M UK and Heron Foods.”

Jegen began his career at Ahold Delhaize, gaining experience across food retail operations in the Netherlands and Central Europe and subsequently worked as CEO at Metro Group in Romania.

He held senior leadership roles at Tesco in Thailand and Malaysia then led the Supermarkets division of Woolworth Australia, delivering key innovations in online retail, private label, and fresh food supply chains.

In 2015, Jegen became CEO of HEMA, the Dutch value variety chain, where he led international expansion. More recently, he served as CEO of Takko Fashion, a discount fashion retailer and subsequently CEO of Accell Group, Europe’s largest e-bike manufacturer.

B&M chair Tiffany Hall said: “I am delighted to welcome Tjeerd to B&M. He is a highly talented international business leader with in-depth retail experience gained in Europe, Asia and Australasia across the grocery, general merchandise and value sectors.

“In what was a rigorous recruitment process, Tjeerd stood out from a strong list of candidates due to his strategic insight, customer-centric approach, and strong track record of driving growth and transformation.”

Jegen said: “I’m honoured to join one of Europe’s leading value retailers at such a pivotal time.

“Value retail plays a crucial role in the lives of millions of consumers, and I’m passionate about working with the team to drive growth through great products, operational excellence, and a strong customer focus.

“I look forward to working with the team to build on the company’s strong foundations and take it to the next level.”

Jegen’s remuneration and benefits package will include a base salary of £928,000 per annum and a cash allowance “in lieu of pension of 3% of salary less employer’s National Insurance contributions, in line with the wider workforce plus other benefits and international relocation support in line with the B&M Remuneration Policy.”

His package will also include a maximum annual bonus of 250% of his base salary, with 50% of any bonus earned deferred into shares for three years, and a maximum LTIP of 250 % of his base salary.

Jegen is also the incoming non-executive chair of Accell Group, an unquoted private company.