Leroy Merlin will be called Lemana Pro in Russia in future, while the operating company will be called Le Monlid

Leroy Merlin in Russia is getting a new name and will be called Lemana Pro in future. This has been reported by Russian and other media, including the news agencies Tass and Reuters. The rebranding is to begin at the end of 2024 and will be completed in the course of 2025, according to the reports. It also quotes a company statement according to which there will be no organisational changes; all stores, dark stores and warehouses will continue to operate as before. According to the press release, Deputy General Director Marina Fyotova also explained the strategic goal: Lemana Pro not only wants to remain the DIY market leader in Russia, but also wants to become the number one in the building materials trade under the same brand.

The new name is also explained. It is made up of the beginnings of the words Leader, Maison (French for house) and Nature, Pro refers to the new simultaneous focus on professional customers.

The Russian operating company Leroy Merlin Vostock changed its name back in March. It is now called Le Monlid. The owner is Scenari Holding, based in the United Arab Emirates. In December 2023, the Adeo Group, the French parent company of the Leroy Merlin DIY chain operating in France and other countries, sold all but a minimal stake in the Russian subsidiary to Scenari Holding - following an announcement in March 2023 that the Russian subsidiary would be sold and handed over to Russian management. However, the Frenchman Laurent Desfassiaux is still listed in the commercial register as managing director of Le Monlid; on Linkedin, he continues to hold the position of CEO of Leroy Merlin Russia, which he has held since 2019.