In March, the Russian Leroy Merlin already changed the name of his legal entity
Photo: Mikhail FROLOV. Go to Photobank KP
The network of hypermarkets with construction and improvement products “Leroy Merlin” in Russia will change its name. By the end of 2024, some stores will already have new signs: “Lemana Pro”. The logo and corporate identity will also change. Instead of the usual green triangle with the letters Leroy Merlin, there will now be a half yellow and half light brown (graphite) house. The new name, according to the company, continues to reflect its key priorities: “Le” – from the word “Leader” (leader, leader), “Ma” – from “Maison” (“house” in French), “Na” – from “Naturaleza” (“nature”, that is, the company hints at its environmental responsibility), “Pro” – professionalism. Together – Lemana Pro. The rebrand is planned to be completed in 2025.
In March, the Russian Leroy Merlin already changed the name of his legal entity: the company that owns these hypermarkets here. Instead of Leroy Merlin East, it is now Le Monlid. The registration address of the company has not changed: Moscow region, Mytishchi.
Even earlier, at the end of 2022, the French company ADEO, which owns Leroy Merlin worldwide, announced that it was leaving Russia and stopping financing the local division. In March 2023, plans were clarified: the company wants to transfer the management of Russian stores to local management.
“After more than 18 years of activity in Russia, the transfer of control to local management will preserve the jobs of 45,000 employees and ensure the continuation of the company’s work and the provision of services to the population. This process is the result of many months of work in accordance with international regulations. “Previously, ADEO stopped all investments in Russia since the beginning of the conflict and began a gradual transition from the local unit to independent management,” ADEO Group said in an official statement.
At the end of last year it became known about the new owners of the Russian Leroy Merlin: it is the company Scenari Holding LP, registered in the United Arab Emirates. As follows from the data of the Unified State Register of Legal Entities (USRLE) as of June 18, 2024, the Emirati company owns 99.993% of Le Monlid (the current Russian legal entity Leroy Merlin). The French group ADEO left the group, but not completely: it retained a symbolic share of 0.007%.
In all of this, the average consumer generally only cares about one thing: what will happen to the stores. What kind of sign hangs above them and what is the name of the legal entity – this is the question of the second, if not the tenth, plan.
Leroy Merlin now has 112 stores in Russia, 11 dark stores (this is a store that only works for the assembly and delivery of online orders; there are no regular sales there) and six distribution centers. Everyone keeps working. The company comments on each new step towards “exiting Russia” in the sense that hypermarkets will remain, staff and customers will not suffer.
…Literally last Saturday I passed by Leroy Merlin in Yudino, Moscow region. It is, as it was, and remains known for its large hypermarket garden center. There are about the same number of people as there were two or three years ago. Perhaps there are even more seedlings; Of course, they are not brought from France. The possibility of ordering online has also been expanded, in keeping with the spirit of the times. The only sad thing is the prices. I’m looking at a Hansgrohe sink faucet in the online catalogue; Two years ago I bought the same one for about half the price. But this happens with imported taps, not only in Leroy Merlin.
Nearby is another “alien”. The former Decathlon, which now carries the Desport sign. Otherwise, you can play the game “find 10 differences”. I practically didn’t find them. In the sales area there are painfully familiar tents and Quechua sports clothing. Compared to the times when the Decathlon sign hung on the same building, the colors have changed slightly and slightly modified models have appeared. So it’s a new season…
In general, if you don’t read the news about “they are leaving Russia”, there may not be much to replace it with.
