| Edouard and Michel-Edouard Leclerc, joint presidents of the E. Leclerc Distribution Centres Association |
Key figures (2004)
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No. 1 retailer in France |
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| Cultivating independence |
The E. Leclerc Movement brings together independent business owners who share the same values and who have linked their personal success to the success of their common project.
Movement members belong to an association -ACD Lec- whose joint presidents are Edouard Leclerc, founder of the Movement, and his son Michel-Edouard Leclerc. Each member runs for his own benefit one or more stores - hypermarket, supermarket - while his know-how and personal efforts contribute to the development of the whole group.
Members are united by 3 fundamental common commitments:
• Sell at the lowest possible prices
• Distribute 25% of store profits to the employees
• Active participation in the operational aspects of the Movement (take part in purchasing and sourcing operations).
Becoming a member comes through merit, only by internal promotion. You have to work long and hard as a store employee in order to become someday eligible to take over an E. Leclerc Centre. You must also be sponsored by several existing members and obtain the agreement of their peers. This method of recruitment, where values are more important than diplomas, is unique amongst major European retailers. Therein, the E. Leclerc brand finds its great strength and wealth of experience.
E. Leclerc's organisation ensures the performance and independence of the chain within its stated values and identity. It aims to offer to the stores powerful weapons in the battle against their competition, while stimulating the talent and initiative of the hundreds of entrepreneurs who make up the Movement.
In accordance with established governance principles, the members are at the very heart of decision-making and operational management in all the control structures of the group, both national and local.
| E. Leclerc, Main control structures | Tasks |
| Association of E. Leclerc distribution centres (ACD Lec) | Strategy - Communication International development |
| Leclerc Purchasing Group (Galec) | Referencing - Purchasing policies |
| 7 product workgroups | National sourcing and negotiation |
| 16 regional purchasing groups | Regional sourcing and negotiation Adapting the national offering to local markets |
The regional purchasing groups and E. Leclerc stores have a great deal of autonomy, which allows them to adapt the commercial offering to local market conditions in a very flexible manner. From this freedom of initiative, together with the Movement's powerful purchasing capabilities, comes a particularly combative and innovative network.
| E. Leclerc, breaker of rules |
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| "It's a fact: all monopolies are there to be broken." Both in its communication and deeds, E. Leclerc champions free choice for the consumer. |
Ever since the opening of the first store in 1949, E. Leclerc has been and still is the retail industry's troublemaker. The one who doesn't hesitate to push aside old habits, to innovate, to disturb. But always keeping the best interests of the consumer in mind.
The Movement's history is marked by numerous battles:
• Against the high cost of living
• Against all barriers to the free market
• For the widest distribution of cultural goods
• For consumers' information
The brand is also a ground-breaker through its real commitments to the protection of the environment, to sustainable development, and to ethical rules in commerce
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| Michel-Edouard Leclerc with Fair Trade coffee producers in Ecuador |
A few of the E. Leclerc Group's more memorable battles
The fight against refusal to sell
As early as the 50's, brand names try to prevent E. Leclerc's development because of its aggressive pricing policies.
In 1960, the Movement wins a court decision against those companies who refused to sell their products to them.
Support for the small producers
By buying directly in order to sell at a lower price, E. Leclerc has always been the natural ally of small producers and the bane of the middleman.
1962: E. Leclerc stands with farmers for their right to sell directly, against the big cooperatives' wishes.
1975: E. Leclerc Centres support fishermen in their fight against the wholesalers' excessive margins.
Battles for free competition
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E. Leclerc fought for 15 years against the state and the oil lobbies to win the right to sell fuel in its French network.
After an epic legal battle - 467 lawsuits - a European court decision in 1985 agrees definitively. Since then, filling up at the supermarket is no longer a dream in France, it's the usual way.
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During the 80's, E. Leclerc's involvement was pivotal in order to break the monopolies on book and parapharmacy sales in France and to get these products on supermarket shelves.
• In 1986, the brand revolutionised the jewellery market by taking gold out of its traditional distribution circuit and by selling it at half-price in its "Manège à Bijoux" boutiques.
Fights for the Environment
From the 60's, Edouard Leclerc worried about the threats to the environment brought on by the high productivity economies. In full knowledge of his responsibilities as a distributor, he entered the fight against pollution and waste.
Without waiting for rules and regulations, and before protecting the environment became fashionable, Leclerc launched multiple programs to promote the respect of our common inheritance: the planet Earth.
1989: Campaign to increase awareness of water pollution.
1996: E. Leclerc attacks the pollution left by plastic bags and launches the lifelong bag recycling initiative. 88% of consumers applaud this initiative.
1997: Development of toxic product recycling programs.
The apple label, found on Marque Repère household products, highlights their environmental credentials (no sulphates, CFC, etc.)
