By the end of this year, HEMA will remove all gender indications on children's clothing. The retailer is the first Dutch chain to take such a step. According to HEMA, the company received an increasing number of requests from customers, often younger ones, to make clothing gender neutral. Two years ago, a 10-year-old girl asked the retailer on Facebook for cooler girls' underwear, because she disliked the old-fashioned pink hearts. Purchasing Director Trevor Perren states that the assortment will also become more varied.