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French home improvement retailer Leroy Merlin has opened its second store in Iași, Romania, following an investment of over €3 million, according to Business Review. The new facility, located in Mall Moldova, spans over 9,200 square meters and represents the company’s 23rd store in Romania. The store will be operated by a team of 120 employees.
Major Expansion Plans Across Romania
Leroy Merlin has announced plans to open 11 new stores in Romania between 2025 and 2027, according to ZF English. This expansion will bring the total number of Romanian stores to over 30 by the end of the expansion period.
The company currently operates 23 stores across 16 Romanian cities, including Bucharest, Cluj-Napoca, Craiova, Ploiești, Pitești, Brașov, Constanța, Sibiu, Suceava, Târgu Mureș, Bacău, Iași, Timișoara, Oradea, Târgoviște, and Arad, employing nearly 3,500 people locally.
Digital Services and Customer Experience
The new Iași store features modern digital services designed to enhance the customer experience:
- Click & Collect service with pickup available within a maximum of 2 hours
- Phone Orders for placing orders easily with consultants
- Online Order with Delivery for direct shipping to home or construction sites
- Drive-in facilities covering 1,500 square meters for bulk purchases
- 15 checkout points, including 2 in the drive-in zone
- Specialized showrooms for bathrooms, kitchens, and tiles and ceramics
Sustainability Initiatives
Leroy Merlin has committed to sustainability across its operations. In 2022, the company identified 36 French stores with roofs suitable for photovoltaic panels and is working to secure electricity supplies from solar farms, according to Wikipedia.
Strategic Investment in Portugal
Beyond Romania, Leroy Merlin announced a €220 million investment in Portugal over the next three years, according to The Portugal News. The investment will be divided between infrastructure expansion (€105 million) and technology development (€115 million).
Market Competition and Position
The Romanian DIY market features strong competition from established players including Dedeman, Praktiker, OBI, and Hornbach. Leroy Merlin’s expansion strategy focuses on combining physical store presence with digital convenience to differentiate from competitors.
CEO Comments on Strategic Growth
“Iași is a strategic city for us – with an active community and a growing demand for modern, sustainable, and affordable home improvement solutions. By opening the second Leroy Merlin store in the city, we want to get closer to our customers in this part of the country and offer them a complete shopping experience.” said Mathieu Bauduin, CEO of Leroy Merlin Romania, as reported by Business Review.
The company’s expansion reflects broader confidence in the Romanian market, with plans to continue investing in both physical infrastructure and digital capabilities to serve customer needs.
What This Means for E-commerce
Leroy Merlin’s approach demonstrates the importance of omnichannel retail strategies that seamlessly integrate online ordering, in-store pickup, and delivery services. For e-commerce businesses, the key lessons include:
- Flexible fulfillment options that cater to different customer preferences
- Investment in logistics infrastructure to support rapid delivery and pickup services
- Integration of digital and physical touchpoints for a seamless customer experience
The company’s continued expansion and investment in both countries signals strong confidence in the Central and Eastern European home improvement market.
