1. What does your role at ADEO involve?

As the Garden Market Leader at ADEO, my role is to steer the market strategy and lead both the Xtend and Naterial Concept projects. Concretely, my mission is to deploy our product expertise beyond our historical footprints, making our offerings accessible in regions where ADEO does not yet operate physical stores.

2. What is the expansion strategy for ADEO’s private labels?

We are convinced that the quality and performance of our private labels (MDH) have global potential, and we aim to extend the commercialization of our products beyond the boundaries of our physical brick-and-mortar stores. The idea is to make these products accessible to inhabitants worldwide by leveraging a network of locally established distributors.

Since 2020, what initially started as an exploration phase has turned into a concrete success. By capitalizing on our unique expertise and optimizing what was already in place, we realized that we could deliver immense value to international partners.

3. How do you structure this approach to succeed in international markets outside of ADEO’s direct footprint?

To meet these challenges, we rely on four main pillars:

• Regulatory compliance: Because each country has its own regulatory and legal standards, we must be extremely rigorous in adapting our products without ever compromising on quality.
• Process agility: This requires true operational agility to align our internal workflows with the listing and commercialization systems unique to each external partner.
• Support and training: We need to conduct deep onboarding and cultural alignment so that our partners fully master our product ranges and competitive advantages.
• Supply Chain alignment: The success of our strategy relies on flawless coordination with our suppliers to serve external clients with the exact same efficiency as our own stores.

4. What is the Xtend model and how does it work?

Xtend is ADEO’s business model dedicated to developing a global network of B2B partners. Its objective is to commercialize our private labels (MDH) outside our own retail banner ecosystem, thereby enabling ADEO to assert its role as a strategic global supplier.

Building an Xtend partnership begins with a rigorous onboarding process to ensure the partner shares our vision and values.

Success relies on a virtuous circle: final customer satisfaction, sustainable economic value creation for the partner, and growth for ADEO. Failure happens if the focus shifts solely to the short term instead of building a robust alliance.

5. What is Naterial Concept and what role does it play in ADEO’s expansion strategy?

For 20 years, our 15 private labels, called “Marques des Habitants”, have supported our customers in their home renovation and improvement projects. Among them, Naterial is our brand dedicated to outdoor living. Given Naterial’s success, we decided to extend the brand into a dedicated retail concept.

Naterial Concept is a store model ultra-specialized in outdoor living. This model rapidly evolved from an internal showroom into a 360-degree expert retail concept. Successfully tested in 2021 in Palma de Mallorca (connected to Leroy Merlin Spain) and in 2022 in Georgia with an external partner, it is now the spearhead of our expansion.

This turnkey model allows us to export both our products and our commercial excellence. Today, Naterial Concept is established in 11 countries through 29 stores and operates in total synergy with Xtend. This complementarity is a powerful accelerator, as Xtend partners sometimes go on to deploy Naterial Concept stores themselves, as is the case in Malta or the Dominican Republic.

6. What is ADEO’s ambition through Xtend and Naterial Concept regarding international development?

Our ambition is twofold:

• Xtend must carry our mission “Make Home a positive place to live” across the globe by making our brands accessible to as many people as possible.
• And Naterial Concept aims to enable us to become the world leader in the outdoor market. We want to position Naterial as a brand recognized as the “Outdoor Architect”, combining specialist expertise, our sustainability approach, and price accessibility.

7. How do you see these projects evolving in the coming years and impacting ADEO’s international growth?

I am highly optimistic. These projects, run with a “start-up” mindset, force us to combine flexibility, agility, and speed within a large corporate group. They feed our entrepreneurial DNA. In the future, ADEO will establish itself as a true global platform capable of adapting to the local specificities of each market. And for what comes next, as the saying goes: “The sky is the limit.”