Naterial is a new garden furniture brand, the terrace or balcony of the Adeo group (ex-group Leroy Merlin). This is Naterial’s second French store and the first to open in the French Overseas Territories.. More than a store, it’s a space to live, designed with showrooms in mind, without on-site sales.
“To live well, you must already be dreaming. » This philosophy is the basis of the concept of Naterial stores. She was recalled on October 27 by Luis Bueno Nieto, founder of the brand, responsible for strategic development of the Adeo group. Luis Bueno Nieto was present in person, alongside the leaders of the Ravate group, for the inauguration of the Savanna Naterial store (St.Paul), second to open on French territory after that of the Lille region in January. Leroy Merlin’s own brand for outdoor furniture since 2006, Naterial became a full-fledged brand in 2022, in France and around the world. It is a new store concept which is firstly reflected in the positioning of the Naterial brand.. This embodies the qualitative evolution of outdoor furniture towards a synthesis between’indoor and theoutdoor. The brand and brand is also distinguished by an intermediate positioning in terms of price, between luxury furniture and low-cost furniture, with good quality furniture, durable and repairable. Naterial employs 154 designers around the world.
Choice in store, order online
Its innovative point-of-sale approach is Naterial’s other distinctive feature.. The 1,200 m² store can be visited like a large showroom with a series of furnished spaces. Fairs, pergolas, tables and chairs : in total, 400 references, reflections of ways of being and living, tastes and preferences, staged to inspire, make people dream and help them plan for the future. With a team of expert salespeople ready to provide information and advise. No physical checkout in the store, no purchase on site. The furniture is then ordered on the website www. leroymerlin.fr. A large stock allows delivery and assembly of furniture at home, throughout the island, within 72 hours of ordering.
A global deployment
Pour Luis Bueno Nieto, “Naterial is much more than a brand, it's an experience, a moment of life ! We are delighted to see our concept come to life in Reunion in connection with the Ravate group. I am convinced that customers will appreciate this innovative shopping experience in a cashier-free space., where expert sellers help them make their wish come true”. The Naterial brand plans to open 15 stores this year around the world. It plans in particular to establish itself in Mauritius and Martinique.. Its ambition is to reach 300 sites by 2026. The brand is also interested in the hotel market.
