Philippe Hauville, the Frenchman coordinating the project forthe launch of Leroy Merlin store network domestically, says Romaniais the most competitive new country for the company and that herelies on direct contact with potential clients to set the tacklingstrategy for 2011.
The French retailer, ranking second on the European market,after UK's Kingfisher and ahead of Praktiker, has already recruitedaround 30 people in Romania and opened its offices several hundredmetres away from Colosseum retail park of Bucharest, where it willopen a store in the first half of 2011.
Leroy Merlin is the seventh international DIY network entering theRomanian market in eight years.
Leroy Merlin head reckons there will be tight competition on themarket. "This is the first time we're entering a market with suchhigh competition, so that the approach will be different from therest of the countries (...)," states Philippe Hauville, generalmanager of Leroy Merlin Romania.
The French apply domestically the same research strategy they havetried in the rest of the countries they entered: direct contactwith potential clients.
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