Albert Heijn meets new demand patterns

‘AH to Go’ pilot at BP’s filling stations - a way to to meet commuters wishes


Albert Heijn (AH to go)




Shop Concept


The Netherlands

The challange

Filling stations no longer compete solely on the price of fuel. Customers now demand service and a shopping experience. It has become increasingly important to have an attractive convenience store with a wide range of products for people on the go. Albert Heijn (AH) is one of the first supermarkets in the Netherlands to take the plunge and integrate its concept with filling stations to offer healthy food instead of just a cup of coffee, and to make it easier for commuters to buy groceries on the way home.

We first did business with Albert Heijn back in 1991 and we now supply the wooden furniture in all of their store formats: Albert Heijn (supermarkets), AH XL (hypermarkets) and ‘AH to Go’, takeaway and express stores in city centres and at train stations. In a pilot project, we were commissioned to redesign the ‘AH to Go’ concept to create an appealing 30-50 mshop-in-shop solution at six Dutch BP stations.

The concept had to blend in well with the filling stations’ profile and interior design and comply with the strict safety requirements, for example for fire resistance, for materials in this environment, while retaining the ‘AH to Go’ feel.

The solution

As one of our long-standing clients, Albert Heijn appreciated both our previous experience of fitting out filling stations and our shop-fitting expertise for supermarkets and their other AH store formats.

For the new version of ‘On the Go’ for filling stations, we developed new wooden fixtures for the café part and bread display to perfectly match the appearance and feel of the concept, while also complying with the strict safety requirements for filling station fixtures. It was a project that included our services value engineering, production, project management, logistics and installation.

The result

The market has responded positively to the first six stores so far. If the concept is a success, the new ‘AH to Go’ store format will be rolled out throughout the Netherlands.

Project group

ITAB Shop Concept BV


ITAB Shop Concept BV, Edgar Eerden,  Account Manager, Sales


A fully customised interior design solution developed for the store format.


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