New name

Leroy Merlin, Bricoman, Weldom, Dom Pro, Aki and Bricocenter: all six trading formats are now amalgamated under the new name, which replaces Leroy Merlin Participations. Yet another addition to the list is the brand new Bricomart format, the Spanish equivalent of Bricoman.The name of Adeo was chosen as representing the values, the reach and the dynamism of the fourth-largest DIY retailer in the world and the number two in Europe. It comes from the Latin and is a verb that roughly means “I go there, I approach, I am moving”. As Damien Deleplanque, CEO of Groupe Adeo, explains, “Adeo is the form of the verb conjugated in the first person, because the person as such forms the basis of our thinking. We looked for a name that would position people at the heart of the group.” He calls to mind how important people have been and still are for the group’s development; “I’m convinced that the company’s performance stems from the commitment of individual people. That is precisely what makes the difference. Otherwise a shelf full of hammers is nothing but a shelf full of hammers.”Damien Deleplanque frankly admits what it was that prompted this change of name: the team running the best Bricocenter in Italy was filled with consternation when a Leroy Merlin opened in their area. “It was clear to me that two things are necessary if you want to grow: on the one hand, you must develop synergies, but on the other, the companies have to compete against each other. I hope that every company fights for its customers. Who are the winners in the long run.” So today more than ever it is the group’s goal that every single one of its stores should develop “with its own concept, its own challenges and methods of approach”, and consequently consolidate the position of every trading format.The Leroy Merlin line has large-format stores in Brazil, China, Spain, France, Greece, Portugal and Russia. A gross turnover of € 3.8 bn was generated by the 104 stores in France in 2006, which amounts to 10 per cent growth over the previous year. The concept is non-specialist, offering 50 000 articles and more than 2 000 suppliers in France, and an average of  35 000 articles and over 1 000 suppliers in the other countries. The group is active in the neighbourhood supplier segment of small to medium-sized outlets (from 1 000 m² to 4 000 m²) with Aki stores in Spain and Portugal (39 locations and a turnover of € 340 mio), Bricocenters in Italy (53 stores and a turnover of € 300 mio), and Weldom in…