It's an address that has left its mark on several generations of Parisians. At 139 Avenue Daumesnil, in the 12th arrondissement, Leroy Merlin closed its doors for good on August 10th. A particularly symbolic closure: before the DIY department, these thousands of square meters housed Surcouf, a veritable Parisian temple of computing, which disappeared in 2012. For nearly 30 years, the two brands successively made this address one of the most impressive specialist stores in the capital.
Before Leroy Merlin, Daumesnil was Surcouf's kingdom
To understand what 139 Avenue Daumesnil represents, we must go back to the early 1990s. Surcouf was founded in 1992 by Olivier Dewavrin and Hervé Collin. Its first store opened on Avenue Philippe-Auguste, in the 11th arrondissement of Paris, with a concept that broke with the traditional computer stores of the time. The idea was to create a vast "fairground" dedicated to computers, where customers could compare products, handle machines, get advice, and find practically everything on the market. Success came quickly, and the first store became too small. In 1995, Surcouf moved to Avenue Daumesnil. The address would become legendary among computer enthusiasts.
6,000 m², three floors and thousands of visitors every day
The Daumesnil store is enormous for a computer retailer located in the heart of Paris: approximately 6,000 square meters spread over three floors. At its peak, Surcouf boasted over 20,000 product lines and some 150 specialized salespeople. The store could accommodate between 10,000 and 15,000 visitors per day. In the early 2000s, its annual footfall reached around three million people, a figure then comparable to that of some major Parisian museums. It offered complete computers, but also processors, graphics cards, motherboards, hard drives, memory, printers, monitors, software, peripherals, cables, and components sometimes difficult to find elsewhere. At a time when buying or upgrading a computer often required precise knowledge of the desired hardware, Surcouf became a destination in itself.
The store where you could have your computer assembled
Daumesnil also developed services that contributed to its reputation. Surcouf notably offered workshops where customers could build and assemble their own computers. The store also created "Doctor Micro," a service for diagnosing and repairing machines, as well as demonstration areas where salespeople presented new products to the public. The store layout itself contributed to the brand's identity. Surcouf deliberately cultivated a fairground atmosphere, with a profusion of products and a highly recognizable visual identity. The concept worked so well that the Daumesnil store was touted in the early 2000s as the largest computer store in Europe.
Surcouf helped make Daumesnil-Montgallet the computer district
The store's influence extended far beyond its own walls. Its establishment contributed to strengthening the computer specialization of the Daumesnil-Montgallet district. Just a few hundred meters away, Rue Montgallet also became famous among enthusiasts, boasting an exceptional concentration of small shops offering computer components and hardware. Surcouf and the Montgallet merchants were competitors, particularly on price, but their proximity gradually transformed the neighborhood into a must-visit destination. For years, buying a computer in Paris could mean taking the metro to Daumesnil, comparing prices at Surcouf, getting off at Montgallet, going from one shop to another, and then returning to Avenue Daumesnil. An entire local economy developed around this clientele.
Daumesnil's success spurred Surcouf to grow
Surcouf's success was such that it gradually expanded. The company went public in 1998 before being acquired in 2000 by the group that owns Fnac. The brand, long centered around its flagship store, then began to expand. Other Surcouf stores opened, notably on Boulevard Haussmann in Paris, in Strasbourg, Bordeaux-Mérignac, and in the Belle Épine shopping center in Thiais. In 2004, the Daumesnil store alone still attracted approximately three million visitors per year. But the retail landscape was beginning to change.
The internet is revolutionizing the computer market
The model that had made Surcouf so successful is gradually being weakened by changes in the sector. Online shopping now allows customers to instantly compare prices and order components without leaving home. At the same time, consumer computing is transforming. Computers are becoming easier to buy, major brands are offering more ready-to-use machines, and digital products are becoming widespread in many general retailers. Surcouf also has to bear the significant costs of its large physical stores. In 2008, the company still generated €225 million in revenue, compared to €247 million the previous year. But the difficulties are mounting.
Acquired in 2009, Surcouf has failed to recover.
In 2009, Surcouf left the PPR group and came under the control of Hugues Mulliez. The goal was to revive the brand. However, the results were disappointing. In 2010, Surcouf recorded losses of approximately €20 million on revenues of nearly €168 million. Labor tensions also arose. A change in the compensation system sparked conflict with some employees and led to numerous departures. In 2011, several stores closed. Despite a recapitalization, the company continued to lose money.
In 2012, the ship Surcouf sank
In February 2012, Surcouf filed for bankruptcy. The company was placed under court-ordered administration. One solution was still being considered: selling several stores and refocusing operations around the Daumesnil location. The historic store would have formed the heart of the new Surcouf, supplying the other outlets and the website. But no sufficiently robust plan emerged to save the company. On October 10, 2012, lacking a buyer, the Lille Commercial Court ordered Surcouf's liquidation. The company still employed 379 people at that time. Operations were initially authorized to continue until November 30 to clear out remaining stock. Discounts of up to 60% triggered a rush on the last remaining merchandise. The stock sold out much faster than anticipated. On November 10, 2012, the Surcouf stores closed permanently. In Daumesnil, 17 years of history came to an end.
Three years of silence before the arrival of Leroy Merlin
After Surcouf closed its doors, the vast site at 139 Avenue Daumesnil remained without its long-standing tenant. Finding a retailer capable of occupying such a large space in the heart of Paris was already a challenge. The answer finally arrived three years later. On June 17, 2015, Leroy Merlin opened a gigantic store in Surcouf's former premises. The project was presented as a new lease of life for the address. The new store occupies up to 10,000 square meters across three levels, including a basement, and employs nearly 140 people. Leroy Merlin has made it one of its flagship stores in Paris. In addition to computers, graphics cards, and printers, the shelves now also carry drills, paints, kitchens, bathrooms, and building materials.
11 years after its arrival, Leroy Merlin is abandoning Daumesnil
But history repeats itself. In November 2025, Leroy Merlin announced the closure of two of its large Parisian stores, Rosa-Parks and Daumesnil. The City of Paris indicated that these stores, each approximately 6,000 square meters, were presented by the company as "structurally unprofitable ." For Daumesnil, the closure was initially scheduled for October 2026. It ultimately came sooner. After several weeks of stock clearance, the Leroy Merlin Daumesnil welcomed its last customers on August 10, 2026; 11 years after its inauguration, the brand, in turn, vacated the former Surcouf store.
Surcouf and then Leroy Merlin: two eras end at the same address
The parallel is striking. In 1995, Surcouf chose Daumesnil to create an exceptional computer store. In 2015, Leroy Merlin took over the premises to establish its own very large specialty store. Surcouf held Daumesnil for 17 years. Leroy Merlin, for 11. Between these two brands, nearly three decades of a certain vision of Parisian retail came to an end: that of gigantic specialty stores, capable of attracting customers from all over the capital and sometimes far beyond. The rise of online shopping, the operating costs of such spaces, and new consumer habits have gradually disrupted this model.
What will become of the former Surcouf temple?
The question arises once again: who can take over such a vast retail complex in the heart of the 12th arrondissement? Leroy Merlin, for its part, is not leaving Paris. The chain is retaining its stores in Beaubourg and Madeleine and is now focusing on developing much smaller, more specialized formats in the capital. But at 139 Avenue Daumesnil, the symbolism is powerful. In 1995, thousands of Parisians discovered their first home computers there, bought components, or had their PCs assembled at Surcouf. In 2015, a new generation discovered one of the largest DIY stores in Paris. On August 10, 2026, the doors closed once more. After Surcouf and Leroy Merlin, one of the most iconic retail addresses in eastern Paris is once again facing its future.
