Leroy Merlin in Russia ramps up promotion

France-based Adeo’s DIY banner Leroy Merlin in Russia has launched a print campaign together with the Leo Burnett agency. The campaign highlights the retailer’s low price positioning and value offer.

With 22 Russian Leroy Merlin stores in operation at the end of 2012, Adeo announced at the start of the year it plans to invest RUB15 billion (USD489 million) by 2018 to open 15 stores in 15 cities in the central part of the country.