Several large retail chains are disappearing from our streets. On December 31, 2015, V&D was declared bankrupt; on November 13, 2024, it was Blokker's turn.
There is also a chain that is actually doing very well. A chain where children can fortunately still get their school diaries, magazines, soccer cards and pokemon cards. A chain whose colorful stature screams, ‘kids come in. It fills my generation with a nostalgic feeling. This was the kind of store where I squandered my money on Panini plates, I had to choose between the O'Neill or VI school calendar and secretly looked at the ’big people magazines‘ with a slanted eye. Fortunately, this store has not disappeared from the scene. It is now accomplished by Primera.
Where toy stores are disappearing, Primera is managing to exist as an attractive chain for children. How has the organization managed to maintain that formula?
The answer is hidden behind counters in neutral cabinets. Cupboards that can only be opened after showing proof of identity. Cupboards that thereby take on something magical. You only become part of that mystical world when you grow up and mature. In those cabinets are cigarettes and vapes, deadly products that can be sold legally. Deadly products, the very products that we did not want to be attractive to our children. Deadly products, which this concept makes almost mythical. A chain where tarred (which is, of course, tobacco-related) on the nostalgic picture for my generation.
Who is actually behind Primera? This is a cooperative supported by two, as Primera itself puts it, “leading companies in the tobacco industry”[1], namely British American Tobacco The Netherlands B.V. and Royal Agio Cigars. In 2004, ‘TabakNee’ reported on Primera's expansion following the ban on tobacco sales for supermarkets[2]. On Primera.nl, Primera likes to tell about its concept itself: “Among other things, this cooperation has now resulted in the largest organization in the tobacco and convenience sector with more than 530 stores.” And: “Our stores can make use of a highly professional service package from the head office consisting of marketing, assortment management, store automation, store design, financing and (business and legal) business advice.[3]”
Philip Morris also stirs. Pointer[4] writes that the tobacco industry is working with supermarket operators to open tobacco stores right next to supermarkets. A documentary including response from Philip Morris can be seen at https://youtube.com/watch?v=Y70RQXyPz30&si=ygIxSWl1UkhOMxUY.
The tobacco lobby is very strong and takes every opportunity to challenge protective new legislation. The tobacco companies will do anything to get our children (the new generation of customers) addicted again. The health damage is collateral damage for something that (as Philip Morris itself points out in the documentary) ‘is simply their business model.
As a lawyer, but more importantly as a father, I want to speak out against it. Children must be protected from this sickening industry. We are exploring options for legal action on behalf of children. If you are a parent or educator of a child who has been sickened by vaping, I would love to hear your story.
[1] https://www.primera.nl/media/pdf/PRI_20033_Wervingsbrochure_210x148_BLZ_LR_v1.pdf
[2] https://www.tabaknee.nl/tabakslobby/de-mensen-achter-de-lobby/item/2942-in-juli-is-primera-de-grootste-tabaksverkoper-van-nederland
[3] https://www.primera.nl/over-primera
[4] https://pointer.kro-ncrv.nl/hoe-de-tabaksindustrie-de-effecten-van-het-supermarktverbod-om-zeep-helpt