Company: Adeo Group
Brand value: US$1,202 million
Headquarter city: Lezennes
Year formed: 1923 – Noeux-les-Mines
Leroy Merlin is France’s leading home improvement store chain, with 119 stores across the country selling an average of 60,000 items to DIY enthusiasts. Stores are divided into three areas of focus: technical, home decorating and design. Leroy Merlin aims to help consumers imagine their dream home and then make their dreams come true. In its 2017 advertising campaign, the brand tells the story of a young couple who work their way through the ups and downs of a project, overcoming tensions and concerns to achieve what they’re hoping for. This is a departure from norms for this category, which tend to focus only on the end result; this is more of a warts-and-all look at what people go through when they renovate. The campaign celebrates the courage of people who embark on big projects, and positions Leroy Merlin as a trusted helper along the way. The ads have a poetic and at times dream-like quality to them, underscoring the brand’s role in fulfilling homeowners’ dreams. Outside France, Leroy Merlin operates more than 340 stores across 13 countries.