Leroy Merlin – in 2020 #33 (+1)
Parent Company: Adeo Group
Brand Value 2020: $1,402m (US$)
Change from 2019: +4%
Headquarter City: Lezennes
Year Formed: 1923
Leroy Merlin is France’s leading home improvement and lifestyle store chain, with 137 stores across the country selling an average of 60,000 items, and a growing revenue in excess of €6.5 billion. Stores are divided into three key areas: technical, home decorating and design. Leroy Merlin aims to help consumers envisage how they would like their home to be, and then help them make these dreams a reality. Advertising shows the ups and downs of home improvement and tends to have a dream-like feel, underlining the brand’s role in helping consumers realize their home-improvement aspirations. In 2018, Leroy Merlin opened new stores in city centers, offering unique brand experiences through new store concepts such as Techshop and Atelier Make It, dedicated to DIY, and Leroy Merlin L’appart, dedicated to home decoration. Leroy Merlin is deeply involved in CSR missions, particularly focused around employees’ safety and shareholding policies, and its carbon footprint. Parent company Adeo Group owns several other DIY and homeware chains, including Bricoman, Bricocenter, Weldom and Zodio.