Leroy Merlin opens two new large stores in Greece – What are Naterials

Adeo Group chain, a world leader in home improvement, has chosen Ellinikon and Heraklion, Crete, for two new large Leroy Merlin outlets covering over 5,000 sq.m. each.

At the same time, the potential of the physical stores will be enriched with a new brand, Naterial by Leroy Merlin, which focuses on the exclusive distribution of garden items (garden furniture, barbecues, pergolas, etc.).

This is one of the specialized store concepts that the Adeo group has and it which already debuted in Spain in June 2021 where two stores already operate. This summer the concept was also extended to Portugal

In Greece, a Naterial store, covering about 1,400 sq.m., will open in Attica in 2023.

The strategic expansion of the chain also includes smaller, more flexible, points of sale in the periphery as well as in Greek urban centers, while it also plans partnerships with local players, primarily at the wholesale level.

Setting foot in Ellinikon and creating a marketplace

According to information, the new Leroy Merlin store in Ellinikon will be hosted in the retail park of Trade Estates AEEAP, a subsidiary of the Fourlis group.

As far as the retail park in Ellinikon is concerned, it is a 55 million euro investment with a total area of ​​44,000 sq.m., of which 14,000 sq.m. will be leased by Fourlis group companies. In particular, a large IKEA and an Intersport store will also be included.

With Leroy Merlin aspiring to transform from a retail store, to a leader in the Physical and Digital platform of Home Improvement, as stated by the company’s general manager for Greece and Cyprus, Olivier Arduin, it is preparing for the launch of the marketplace which will host complementary products to its own lines, such as electrical appliances and furniture.

Two new dark stores and logistics covering 35,000 sq.m.

At the same time, the management of Leroy Merlin announced the dynamic expansion of the company in the storage areas in order to cover the last mile.

This is an investment of 700,000 euros and concerns the lease of two distribution centers (dark stores) in Athens and Thessaloniki respectively, which will serve both the supply of the stores and e-shop orders.

In Athens, the new 7,600 sq.m. distribution center is located in the area of ​​Agios Ioannis in Rentis and will start operating from next December, while the one in Thessaloniki will start operating at the beginning of 2023.

Through the dark stores, the goal is to serve customers in mainland Greece within 24 hours and professionals within four hours in Attica and Thessaloniki. A third distribution center is expected to be established in Nicosia at the end of 2024.

In addition, the chain is proceeding with the planning of a new  35,000 sq.m. logistics center in the region of western Attica.

With a market share of 8%-9% for DIY products, Leroy Merlin has 7 physical stores in Greece and 1 in Cyprus and employs 1,300 persons.

Its turnover for 2022 is estimated at 191 million euros.