Leroy Merlin

The home of solutions

Client:
Leroy Merlin
What we did:
Research & Insights, Customer Experience Strategy, Communications Design, Retail Design, Format Development
Where:
France
Awards:
Retail Design Institute

The Challenge

Leroy Merlin is a French home-improvement and gardening retailer operating in 13 countries. While its large out-of-town stores have long been known for comprehensive ranges, the brand needed a new store concept that offered customers more than just materials - they wanted to create an educational experience.

Leroy Merlin panel2

The Solution

We created a brand-new concept for Leroy Merlin - a ‘store of solutions’ that gives customers everything they need to complete their DIY projects. The newly-built 100,000 sqft store in Le Havre, France not only sells materials and tools, but also provides the support, inspiration, services and education to make their DIY dreams a reality.

DIY with a helping hand

Customers are encouraged to test, touch and try things out for themselves. A School of DIY teaches everything from how to plaster a wall to best tips for installing decking, and even has separate classes tailored for kids. After class, workbenches can be hired by those who already have the skills and materials so they can get their DIY done in a space that caters for creation.

Visual inspiration

Inspiration and education continues throughout the customer journey with a series of Ateliers workshops - practical sessions specialising in a specific service or product type. Service offers range from frame-making to wallpaper-cutting to paint-mixing.

A bold entry

Shoppers are greeted with a large-scale deconstructed house and garden at the front of the store, inspiring them with looks across all categories.

Read and refuel

Visitors can read around their project in the design library and refuel in the homely, cosy café.

The Leroy family

Engaging and entertaining children is important to the brand. A suite of lively illustrations was created and used throughout the customer journey at children's eye-level to delight smaller shoppers.

Leroy Merlin store design 6

Awards

Retail Design Institute International Store Design 2015
Large-Format Specialty Store Winner

What people are saying

Dalziel & Pow brings education to the heart of DIY with a striking ‘Push for Posh’ warehouse concept for Leroy Merlin.” Matthew Brown
echochamber

Let's make something great together. Contact us to start the ball rolling.

Get in touch today:

5–8 Hardwick Street
London
EC1R 4RG

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