Leroy Merlin SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Leroy Merlin SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Leroy Merlin, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Leroy Merlin to benchmark its business & performance as compared to the competitors, and make strategic improvements. Leroy Merlin is one of the leading brands in the lifestyle and retail sector.

The article below lists the Leroy Merlin SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Leroy Merlin SWOT Analysis:

SWOT Analysis of Leroy Merlin

For Leroy Merlin, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Leroy Merlin Strengths

The strengths of Leroy Merlin looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Leroy Merlin :

1. The company is serving in thirteen countries along with France and established in major cities and town

2. It provides unique self- service and sales assisted service to consumers

3.It became pioneer ,as it was the first company to offer free delivery service

4. It has more than 300 home improvement stores in 13 countries

5. The company has over 50,000 employees

Leroy Merlin Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Leroy Merlin SWOT Analysis:

1. Competition means brand loyalty is fluctuating and also limited market share

2.Getting supplier or outsourcing sometimes affect the margins

Leroy Merlin Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Leroy Merlin SWOT Analysis:

1.There are less players In home improvement and garden supplies sector , so get high margins

2.Along with home improvement company could enter into food and home care segment

3.Customers are becoming more aware about this segment as they want home should be unique and beautiful

Leroy Merlin Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Leroy Merlin are as mentioned:

1. Lot of foreign players coming into Europe retail sector

2.After economic crisis French consumers have become more careful about spending over items like home improvement

Leroy Merlin Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Leroy Merlin:

1.Home Depot



4.True value

Hence this concludes the Leroy Merlin SWOT analysis.

Continue reading more about the brand/company.

About Leroy Merlin

Leroy Merlin Overview
Parent Company

Leroy Merlin


Home improvement and Garden supplies


Lifestyle and Retail

Tagline/ Slogan

Do it yourself


For beautiful home

Leroy Merlin STP

Households looking for home decor

Target Market

Urban upper middle and upper class households


Improve living environment

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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