Lidl claims to be Europe's largest chain of discount superstores, now with more than 10,000 outlets across 27 countries, under the banner "Quality For Less". Although it specializes in groceries, it also offers a select range of other goods including clothing and home electrical products, sometimes as limited period promotional specials. Most goods are private label, and Lidl stocks a wider range of products than traditional rival Aldi, and offers a less stripped-down store environment. The main Lidl band is partnered by hypermarket brand Kaufland, now the leader in that segment in Germany. With combined revenues from these two businesses growing steadily, parent Schwarz Gruppe overtook Metro, Carrefour and Tesco to become Europe's biggest retailer in 2015.
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Adbrands Weekly Update 5th Oct 2017: There were indications that Lidl's launch into the US has not gone as well as expected. Former Lidl Spain CEO Michael Aranda replaced launch leader Daniel Marasch as executive director for the US following what German trade paper Lebensmittel Zeitung described as "frighteningly weak" performance at some of the company's 37 new US stores. Lidl opened its first stores in the country in June this year. Lidl confirmed Aranda's appointment but denied any problems, saying officially that it was "delighted" with performance to-date. "We feel very confident with where we are as a company and we're proud of our launch to date," a spokesman told US trade source Supermarket News.
Adbrands Weekly Update 15th Sep 2017: Ads of the Week "Li dl Land". German discounters Lidl and Aldi have a reputation for stirring up the established order, but now they seem to be taking things to a new level. This lavishly conceived viral for Lidl Germany from local creative boutique Le Geek directly targets market-leading supermarket Edeka, not least by making fun of a couple of its most highly regarded recent ads ("Eatkarus" and "Grandpa"). And all in a note-perfect parody of *that* movie. Sadly we couldn't lay our hands on a subtitled version, but even non-German speakers will get the general idea. Clever fun!
Adbrands Weekly Update 24th Aug 2017: The rise and rise of the German discounters continues. Latest figures from Kantar Worldpanel for UK grocery retail share show Lidl overtaking Waitrose for the first time to become the local #7 food retailer. Lidl's market share for the 12 weeks to August 13th hit a new high of 5.2%, fractionally ahead of Waitrose at 5.1%. Aldi retained the #5 spot on 7.0%, behind Tesco, Sainsbury's, Asda and Morrisons. [Update: Lidl slipped back behind Waitrose again in October].
Adbrands Weekly Update 8th Jun 2017: German discounter Lidl is pushing into "high-end but affordable" fashion with the launch of an exclusive clothing range designed by supermodel turned TV presenter Heidi Klum. The new line will be positioned above Lidl's existing lingerie brand Esmara, and will become the focus of a new Lidl Fashion Week promotion. The collection will launch in Germany, the UK and other selected markets, including the US, where the chain's first stores open next week. Klum has a high profile in several countries as a result of her TV career as presenter of Germany's Next Top Model as well as America's Got Talent and Project Runway USA.
Adbrands Weekly Update 18th May 2017: Discount retailer Lidl confirmed a date for the opening of its first US stores, on June 15th, mostly in Atlantic seaboard states such as North & South Carolina and Virginia. It plans to open 20 outlets this summer, and another 80 over the course of the next year. The long-anticipated arrival has sent shivers through the already over-stretched US grocery sector, stoking fears of a price war similar to that which has already transformed the UK and Australian supermarket environments. Several retailers have already lowered their prices in anticipation of the threat. Aldi is already active in the US, under its own name, and through group-owned Trader Joe's. Lidl will also launch with an aggressive product guarantee, "Lidl Love it", offering replacements and refunds for any items customers are not satisfied with. According to Lidl US CEO Brendan Procter, who arrives from Lidl Ireland, "The feedback we got from customers in the US was very clear. People feel they've been compromised. They feel you can get good quality, but it's extremely expensive, or you can get cheaper product, but the value reflects that... People want a good quality product, they want it at a good price and they don't want to spend all day in a store - they want to get back to living. That's what our model is about. That's our strength."
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