The first Leroy Merlin hypermarket in Mytishchi has taken on a new sign, now reading Lemana PRO. This development is reported by RBC (citation needed).
The Mytishchi location is described as the chain’s initial store opened in Russia in 2004. The rebranding decision followed the departure of the French owner of Adeo hypermarkets from the Russian market.
A fresh sign appeared at the hypermarket overnight. By the end of 2024, fifty stores across Russia are slated for renovations, with the complete rebranding expected to be finished in 2025.
According to statements from the company, Lemana PRO stores are undergoing a phased rebranding plan. The process includes updating store signage, employee uniforms, and other elements of the new corporate identity. The brand will be reflected across all communications and advertising materials.
In June, reports emerged that Leroy Merlin would continue operations in Russia under the new name Lemana PRO by late 2024. In March 2023, Adeo, the French owner of Leroy Merlin, signaled an intention to transfer the Russia management to local authorities. Operational control was transitioned last year, with Lemana PRO now positioned as the chain’s market-facing identity in the region.
Previously, Lemana PRO began updating its loyalty program to align with the refreshed brand strategy. This shift marks a broader move to unify customer experience and brand messaging under the Lemana PRO umbrella, while preserving the practical offerings and services that shoppers expect.