The Mulliez family has conquered the hearts of the French.
Two of the brands in the northern galaxy, Leroy Merlin and Decathlon, figure this year at the top of the ranking of their favorite brands, carried out by the consulting firm EY.
Amazon is right behind.
Last year, the same two already monopolized the first two places on the podium… in reverse order.
In 2021, the French leader in DIY, Leroy Merlin, dethrones the French leader in sport, Decathlon.
Since the start of the pandemic, households have taken more care of their homes than ever before, to the point that the DIY market jumped 13% in 2020, according to the Federation of DIY Stores (FMB).
Leroy Merlin and especially Decathlon offer many exclusive products appreciated by their customers
Frédéric Fessart, EY-Parthenon partner
In two very different sectors, the two star brands of the Mulliez family offer a common recipe that is proving to be a winner.
“Leroy Merlin and especially Decathlon offer many exclusive products appreciated by their customers
,” explains Frédéric Fessart, EY-Parthenon partner.
This is one of the lessons of our study: an exclusive offer is a master advantage
.
"
Another strong point of northern brands:
“passionate”
salespeople
, according to EY, who encourage customers to go to the store. Finally, strong in their position as leaders in their respective fields, they both invested early in digital. At Leroy Merlin, 7% of sales are now made on the internet. It is more than 15% at Decathlon. Enough to meet the needs of customers wherever they are, whether stores are open or closed due to the pandemic.