Leroy Merlin opens showroom in Avilés: what does it mean for footwear retail?

A showroom in the city center: Leroy Merlin's new strategy

Leroy Merlin has opened a 195-square-meter showroom in the heart of Avilés, with an investment of 175,000 euros. This space, located at 23 Doctor Graiño Street, is not a conventional store but a point for advice and sale of renovation projects, focused on floors, doors, wardrobes, windows, kitchens, and bathrooms. The company already operates under this model in Gijón, Oviedo, Valladolid, Vigo, and Bilbao, and now extends it to a medium-sized Asturian city.

The key to this opening is not the size but the approach: bringing the shopping experience closer to the urban customer, offering specialized advice, and building trust in a proximity environment. The store manager, Carlos Gustavo Morán Fernández, emphasizes that the initiative reinforces the commitment to the city and local talent, and seeks to accompany residents in planning their homes. It is a move that prioritizes personal relationships over the large peripheral format.

For the footwear sector, this news is a symptom of a broader change in Spanish retail: consumers increasingly value closeness, specialization, and experience. Large shopping centers and commercial parks are no longer the only shopping destinations; city centers are regaining prominence as spaces for inspiration and advice. And this directly affects how shoes are sold and bought wholesale.

What it means for a footwear store: proximity as a competitive advantage

For a footwear retailer, Leroy Merlin's strategy offers a clear lesson: the customer is not only looking for product, but also for guidance. A showroom works because the buyer can touch, see, and receive advice from an expert. In footwear, this translates into the need to train staff, offer sizing, material, and usage advice, and create a space that invites trying on and deciding with confidence.

Furthermore, the opening in Avilés demonstrates that medium-sized cities have consumption potential that is often ignored. A shoe store located in the center of a medium-sized town can compete with national chains if it bets on specialization and a range that responds to the real needs of its clientele. Investing in the shopping experience, attractive window displays, and impeccable after-sales service is the way to differentiate.

Another relevant aspect is the trend toward omnichannel. Leroy Merlin's showroom does not replace its online store but complements it. Similarly, a shoe store can use its premises as a collection, fitting, and advice point, while the digital catalog expands the offer without the need for physical stock. This is a particularly useful strategy for footwear, where fit and comfort are decisive in the purchase.

What it means for a footwear wholesaler: adapting to new demand

For the wholesaler, Leroy Merlin's move is a sign that the physical channel is still alive but transformed. The points of sale that survive are those that offer added value, and this implies that the wholesaler must provide not only product but also knowledge. Brands that support their retail customers with training, point-of-sale materials, and flexibility in orders will have a clear advantage.

The showroom model also suggests that orders will be smaller and more frequent, aimed at completing ranges that rotate quickly. The wholesaler that bets on agile logistics, with short delivery times and the possibility of replenishment, will adapt better to this new reality. Seasonality remains important, but the demand for "last-minute" items requires a responsiveness that not all suppliers offer.

Likewise, the sustainability mentioned by Leroy Merlin in its statement is a growing value. Although the news does not detail its specific actions, the fact that the company mentions it indicates that consumers value it. In footwear, this translates into a demand for recycled materials, responsible manufacturing processes, and transparent communication. Wholesalers that integrate these criteria into their offering will be able to connect with an increasingly broad segment of customers.

Proximity retail is not a fad; it is a response to digital saturation and the search for trust. Footwear, due to its tactile nature, is especially well positioned to benefit from this model.

Spanish market context: the transformation of medium-sized cities

Spain is witnessing a phenomenon of revitalization of urban centers, driven by pedestrianization, traffic restrictions, and the rise of local commerce. Cities like Avilés, with a population of around 75,000 inhabitants, are recovering their commercial appeal. This opens opportunities for footwear, a product traditionally sold in specialized stores that can now find its space again against large fashion chains.

Leroy Merlin's strategy is not an isolated case. Other large retailers, such as Ikea or Mediamarkt, are exploring smaller urban formats. The logic is the same: to capture the customer who does not want to travel to the outskirts, who seeks advice, and who values their time. For the footwear sector, this implies that points of sale in city centers must be carefully managed, with a curated offering and excellent service.

The wholesaler who wants to thrive in this context must understand that their client, the retailer, needs support to differentiate themselves. It is not enough to offer extensive catalogs; you must provide sales tools, product storytelling, and commercial flexibility. The relationship with the supplier becomes a strategic alliance, where trust and fluid communication are as important as price.

In short, the opening of Leroy Merlin's showroom in Avilés is a reminder that physical commerce is not dead but is evolving toward more specialized and human models. Footwear, with its component of trying on and sensoriality, has much to gain if it knows how to adapt to this new logic. The key lies in proximity, advice, and the ability to offer personalized solutions.

If you are a retailer looking for a supplier that understands these dynamics, that offers quality, variety, and close service, the right wholesaler can make a difference. The transformation of retail is an opportunity to reposition your store and build an offering that responds to what the customer really demands.

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