Leroy Merlin celebrates 20 years of private brands driven by innovation, quality and accessibility

Leroy Merlin celebrates 20 years of the "Marques Des Habitants" (Mdh), the private brands developed and engineered by the Adeo Group, of which it is part, combining quality, innovation and affordability.

With more than 61.000 references sold, they generate 8 billion euros in revenue through the Group's network of 1.300 stores worldwide, achieving an exceptionally high customer satisfaction rate of 91%.

15 brands for every home need

This commitment to consumers takes shape through a complete portfolio of 15 brands, developed by the Adeo Group and offered in Leroy Merlin stores to competently meet every home-related need. To give interiors life and personality, the range extends from kitchen solutions by Delinia to bathroom furnishings by Sensea; from optimising spaces through storage systems Spaceo, to caring for floors and internal doors with Artens.

The atmosphere and colour of rooms are entrusted to the interior decoration and lighting brand Inspire and Luxens paints. In addition to design and finishes, the Mdh brands also address the structural and energy efficiency of the home: home automation and electrical systems are covered by Lexman, climate control and water treatment by Equation, while Isoxa focuses on thermal insulation. Renovation work and everyday maintenance, meanwhile, find practical and reliable support in Standers hardware, building and construction materials from Axton, and the reliability of Dexter tools.

Finally, the outdoor world comes to life through a threefold offering: garden furniture and pergolas from Naterial, products for sowing and caring for plants from Geolia, and Sterwins powered equipment for outdoor maintenance.

From design to testing

Behind the breadth of this offering lies a rigorous production approach structured in five stages. Adeo's teams develop solutions in collaboration with leading industrial partners, testing them in dedicated in-house laboratories – chemical, electronic and performance laboratories – through intensive-use simulations and practical tests conducted directly with groups of consumers. The model ensures consistent quality standards internationally, while maintaining an assortment adapted for the 80% to the needs of individual markets.

This flexibility enables Leroy Merlin Italy to respond concretely to families' practical needs and new housing requirements, with an assortment that is always calibrated to the dynamics of the Italian market. In addition, managing product development in-house makes it possible to protect consumers' purchasing power, offering quality products at affordable prices.

This process is now enhanced by the potential of artificial intelligence, integrated into every stage of the product life cycle. AI acts as an engine of innovation: it automatically analyses thousands of reviews to identify immediate opportunities for improvement, optimises sales performance and makes it possible to predict changes in consumption, providing valuable support in designing solutions that are always aligned with evolving consumer lifestyles.

Product sustainability

The pursuit of excellence also translates into a clear environmental responsibility integrated from the design stage. The company has, in fact, introduced Home Index, an assessment system that classifies each reference from A to E, analysing its entire life cycle through 30 environmental and social criteria. Currently, 94% of Mdh products are already in the three most virtuous classes (A, B and C).

This strong commitment to eco-design takes shape through large-scale industrial initiatives, starting with procurement: one example is the longstanding partnership with Finsa to produce furniture components using exclusively recycled wood. The same care is applied to redesigning the most successful products, such as the Artens Malte laminate flooring. By reducing its thickness from 12 to 10 mm, it was possible to cut CO2 emissions by 10% linked to production, while retaining extremely high water resistance for 24 hours.

The comment

“Developing our 'Marques Des Habitants' is a strategic choice that has enabled us for twenty years to uniquely differentiate and enrich the value of our overall offering, while overseeing its production chain,” declares Tiziana Mortarotti, brand & marketing intelligence leader at Leroy Merlin Italy. ”Thanks to the Adeo Group ecosystem, we can make products and solutions available for every specific housing need, democratising access to quality and cutting-edge technology. In addition, through Home Index, we measure the environmental and social impact of all our products throughout their life cycle, with the aim of improving their characteristics and supporting customers in making informed purchasing choices.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.