Design

In the creative backstage of Leroy Merlin ...

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In the creative backstage of Leroy Merlin ...

Leroy Merlin France

We do not introduce Leroy Merlin, Made in Franc brande specialized in the sale and creation of products for the home for over 90 years. Present in 12 countries around the world, and with 137 shops in France alone, the brand is a reference in construction, DIY, gardening but also decoration. A success that raises many questions! What are the "manufacturing" secrets of the almost century-old brand? What is the product creation process ? How does the brand spot trends? We tell you everything ... or almost.

It is near Lille, in its headquarters, that Leroy Merlin has invited the editorial staff of Côté Maison to unveil some of its backstage. Visit of the eco-friendly premises and the Local Tech'Shop, discovery of steps to create new collections, process of trending trends, meeting designers ... The opportunity to lift the veil on the underside of the sign who conquered the hearts of the French.

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A well-tuned mechanics ... that gives way to creation

In order to maintain its rhythm of 153,000 references online and in stores, Leroy Merlin has a well-defined creative process. Thanks to its integrated Design & Style office, the brand designs many products every day. To determine the styles of future creations or references of other brands, Christophe Sapena, head of the Adeo style office, creates a trend book for each type of product with specific colors, materials and moods ... Product managers then use this "bible of the trend" to produce their future ranges. The source of inspiration for trend makers and designers? The customer experience! Through various creative workshops, workshops and "people visits", Leroy Merlin's teams harvest what will become tomorrow's trend ...

Christophe Sapena, head of the Adeo style office, designing the Leroy Merlin trend book.

Leroy Merlin France

Leroy Merlin France

The collection construction then goes through a long process and heavy skimming. From the first drafts to finished products, 6 to 12 months go by, and it takes no less than a year for the items to go out! How is this going? In-house designers work closely with other external counterpartsbut also with engineers, buyers, product managers and design managers. To determine which products will be marketed, Leroy Merlin will launch a call for tenders from suppliers and internally, then the brand will try to switch to the customer's side by inviting a blind vote. The prototypes are shown without the brand name, as Irwan Djoehana, Leroy Merlin Lighting product manager, testified, and the stores elect their favorites according to different criteria. We then go from about 3000 prototypes to 800 then 300.

Some of the Leroy Merlin designers have a role to play in the selection of products that will end up in shelves. This is for example the case of Antoine Gassion, lighting designer for the brand Inspire Leroy Merlin, who accompanies product managers in the selection of these.

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Antoine Gassion, lighting designer Leroy Merlin.

Leroy Merlin France

In the collection room, the finished products are put in situation as in the stores to allow product managers to obtain a harmonious vision of merchandising to adopt. For the distribution of Leroy Merlin products nationally and internationally, the teams discuss what is common and what is specific to each country/region. There are transverse styles, which will not be expressed with the same importance depending on the region, but also specific styles locally and nationally. Leroy Merlin's job is to succeed in coordinate these styles.

House side

Leroy Merlin or the culture of "maker"

The DIY fashion will not have escaped Leroy Merlin's trend radars. To meet the growing demand of private individuals and insiders, customers or not of the brand, the Lille brand opens since 2015 its TechShop, in partnership with the American company of the same name.

TechShop, what is it? These immense collaborative workshops of several thousand square meters make available for budding designers, students and DIY enthusiasts subscribers a hundred machines of all kinds. The goal ? Democratize the use of professional equipment, give everyone access to expert advice coaching coaches and specialized workshops and encourage mutual help and knowledge sharing. These spaces of "coworking for do-it-yourselfers"allow designers, artists, amateurs and engineers to make prototypes or finalize their projects Wood, metal, ceramics, textiles, painting, electronics, 3D printing ... Almost all areas are represented!" (www.techshoplm.fr) .

TechShop Lille (2400 m2): 30, rue Henri Régnault, 59000 Lille, 03 20 85 32 60

TechShop Ivry (2000 m2): 21-23 rue François Mitterrand, 94200 Ivry-sur-Seine, 01 49 59 00 00

TechShop Station F (600 m2): 5, forecourt Alan Turing, 75013 Paris, 01 85 73 72 72

House side

House side

This culture ofmaker" (understand "creator"), is also strongly cultivated within the premises of Leroy Merlin, for his teams, but also for Mr. and Mrs. everyone. With its "FabLab"Located in the passive building of the Adeo group and in the heart of the Leroy Merlin France offices, the brand provides spaces for designers and other employees to create prototypes products for the brand or for personal projects. A real call to creation!

Leroy Merlin France

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