In the late 1950s, the Leroy sons gradually set about modernising the methods used by their father.
A permanent product range is now on offer to the public. A highly successful sales technique is implemented – selling products at entry-level prices, i.e. virtually at cost price.
The country needs housing. The Baby Boom is in full swing. In the building materials sector, Au Stock Américain Leroy-Merlin & Fils is offering increasingly diverse product ranges. Wood, tiles, cements, small items of hardware and tools are its flagship products.
EXPANSION GETS UNDERWAY
In the space of just 10 years, 4 stores are successfully launched in the North of France.
A BUSINESS UNLIKE ANY OTHER
Atypical compared with traditional shops, the company is involved in several business areas simultaneously.
It specialises in the home sector, but is also a multispecialist since it covers a wide-range of markets.
It continues to focus on price, choice and service. This concept of service is embodied by free delivery.
FIRST FORAY INTO ADVERTISING
The company's first ever advertising slogan is "L'Enchanteur Leroy-Merlin". It seeks to expand its customer base and encourage families to visit the store.
By 1960, despite gaining a widespread reputation, the name Stock Américain is considered outdated.
The company adopts the name Leroy-Merlin.