Pilot store as test of growth strategy

French DIY retailer Leroy Merlin has opened its 23th store in Tver and now has a presence in 13 Russian cities altogether. The next outlet is due to start operating in Volgograd on 27 February 2013 already, and others are scheduled for Moscow and Kasan as well. The new store in Tver is being seen as a pilot project for Leroy Merlin’s growth strategy. The chain, which is part of the French Groupe Adeo, intends to move into the medium-sized towns of central Russia. Its programme, which is designed to cover the next five years and 15 towns, is based on a relatively small store size and a relatively low average customer spend. The results from Tver will determine the speed at which it is carried out.