People First: LEROY MERLIN in Ukraine is shaping a new development strategy—centered on people and trust
16 June 16:10
CEO of LEROY MERLIN UKRAINE – Axel Bernal
Over the past few years of operating amid the war,LEROY MERLIN UKRAINE has undergone a major transformation, adapting its business to the new realities. According to CEO Axel Bernal, the retail chain’s key goal now is to strengthen the role of the local team and build a company where Ukrainian professionals will shape the brand’s future development, combining international experience with a deep understanding of the Ukrainian market. This was reported by "Komersant Ukrainian", citing a company statement.
New Focus: Customer Needs During the War
The company has revised its approach to product assortment. Priority has been given to goods that have become particularly in demand during the war: generators, water heaters, and materials for quick home repairs, including OSB boards, slate, and windows.
At the same time, due to changes in the population’s purchasing power, ensuring affordable prices has become one of the main priorities.
“To this end, the company optimized its procurement and restructured its logistics processes to offer customers the lowest prices and high-quality products,” LEROY MERLIN in Ukraine explains.
Digital Services as a Driver of Growth
Digitalization has become an important part of the new strategy. The company’s website has evolved into a full-fledged tool for selecting products based on the ROPO (Research Online, Purchase Offline) principle, where customers explore products online and make purchases in-store. This has improved the customer experience and increased customer satisfaction.
“We are actively working to create the best value proposition on the market. Our goal is to respond as effectively as possible to the decline in people’s purchasing power,” emphasizes Axel Bernal, CEO of LEROY MERLIN UKRAINE.
People are our top priority
Launch of the ALL ADEO program in Ukraine
The company’s corporate culture remains rooted in the “Human First” principle.
“In the face of a labor shortage, LEROY MERLIN UKRAINE is actively implementing process automation and AI-based solutions, while continuing to invest in the development and well-being of its employees,” the company emphasizes.
Since 2022, employee salaries have increased by more than 125%. Last year, the team also received additional bonuses of up to two months’ salary. Additionally, the company operates the ALL ADEO international employee stock ownership program, which gives employees the opportunity to become co-owners of the business. Extended health insurance and mental health support programs are also available to employees.
6 million euros – for charity
Opening of the renovated children’s hospital ward in Lviv
Social responsibility remains one of the company’s key priorities.
“Through the Solidarity Charitable Foundation, the retail chain has allocated over 6 million euros to support Ukrainians. In total, more than 800,000 people have received assistance directly or indirectly,” LEROY MERLIN reported.
Among the largest projects are the modernization of the surgical ward at Kyiv City Clinical Hospital No. 8 and support for medical facilities in Lviv.
“Thanks to its updated strategy, the company was able not only to adapt to the conditions of war but also to restore positive growth momentum. This gives us confidence in the further development of the retail chain and the expansion of our presence in the regions of Ukraine,” the company concluded.
