Author: Marie-Anne MAUPIN - 30/10/13
A BIT OF STORY
Leroy Merlin was founded in 1923 by Eugène Leroy and his wife Rose Merlin. The name of the first store is: « Au stock Américain », because they used to sell U.S. stock surplus left in France after the war. The DIY market was developing. In addition, Eugène Leroy will be the first to offer free shipping
- From 1952 to 1959, several stores open in the North of France.
- In 1960, stores "Au stock Américain " become "Leroy Merlin".
- In 1966, the first self-service store opened its doors.
- From 1989, several stores will open abroad.
LEROY MERLIN COMPANY OVERVIEW
Leroy Merlin is a French company which is pioneer in ADEO GROUP which strategy is declined on 3 concepts:
- The DIY big market: with Leroy Merlin stores.
- The DIY market: with signs BRICOCENTER, Obi, Aki and Weldom.
- The hard discount chain with Bricoman.
Specializing in the sale of products
and solutions, Leroy Merlin contributed to the ambition "help each person
to dream and make his house” and put its customers satisfaction at the heart of
its business. Leroy Merlin offers a range of diverse and quality products
(about 60,000 items on average), which anticipates and responds to the diverse
needs of each inhabitant. The company proposes an educational support in the
development and implementation of their projects (setting up, workroom) and
facilitating services (financing, delivery).
Their strategy and their success are based entirely on the pursuit of customer satisfaction and rely on the belief that human resources are one of the main assets of the company. Each of our employees is closely associated with the life and development of his service and store. The management style of each is particularly empowering and encourages initiatives (short hierarchical structures and operation mode based on exchange). For more than 15 years, Leroy Merlin France has spent more than 5% of its payroll on training, 3 times more than the average recorded in France.
Leroy Merlin confirms its first place into the classification of the Great Place to Work Institute in 2011
Leroy Merlin confirms its first place into the classification of the Great Place to Work Institute in 2011
"ET VOS ENVIES PRENENT VIE"
Parent company
Category Sector USP |
Adeo
Lifestyle and retail Do It Yourself For beautiful home |
Segment
Target Group Positioning |
Household looking for home decor
Urbain upper middle and upper class households Improving living environment |
FACTS AND FIGURES
CEO
Activity Creation Date Locations in France lLocation in the world Annual turnover Direct competitors Indirect competitors |
Philippe ZIMMERMANN
Retail - Housing and development of the living 1923 115 stores in almost all French regions, HQ in Lezennes (Lille metropolitan area). 335 stores in 13 countries: Cyprus, Turkey, Romania, Ukraine, Spain, Portugal, Italy, Poland, Brazil, China, Russia, Greece and France. M Over 4,5 billion euros Castorama - Brico Dépôt - Conforama - Bricomarché Ikea - La Redoute - Les 3 Suisses - Alinéa ... |
VALUES AND BRAND SPIRIT
“Human being” is
positioned at the heart of concerns. Leroy Merlin has a huge sharing policy
which can be highlight by a creative and innovative human resources policy.
Responsibility, autonomy, team work, encouragement, collective victory,
generosity, result-oriented collaborators, the same will of commitment are all
the values of Leroy Merlin lived
daily by all employees.
A PARTICULAR SHARING CULTURE
This sharing culture was again welcomed by their collaborators because, for the seventh consecutive year, Leroy Merlin is present in the classification of the Great Place to Work Institute. This ranking, compiled from surveys of employees, recognizes companies which are great place to work.