Business Intelligence on Retailing, Franchising, and Consumerism in China

Leroy Merlin Opens Second Beijing Store At Dajiaoting

Leroy Merlin, a French decorative and constructional materials chain supermarket, has opened its second Beijing store at Dajiaoting after entering the Beijing market for more than three years.

With a commercial area of 7,500 square meters, the new store is not far from Wal-Mart, Parkson, Metro City and M Macalline. Lin Boyi, president of Leroy Merlin China, says that the new store will continue to push Leroy Merlin's low-price strategy. In addition, customers will be able to buy new products, such as wallpaper imported from France, in this new store.

Leroy Merlin entered the Beijing market in November 2004 and opened its first store at Kexing Road. However, it was not accustomed to the climate of the new market, so the company has been concentrating on investigating the market of Beijing and adjusting operation and management modes during the past few years.

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