Lidl USA gears up for wave of new store openings

Stewart Samuel
Program Director - Canada
@RetailAnalysis

Date : 03 December 2019

As part of its plan to operate 100 stores in the US by next spring, Lidl will open several new stores over the coming weeks.

First converted Best Market to open

Lidl’s expansion will be driven by openings in Long Island, NY, including the opening of the first store acquired from Best Market last year. The retailer will also be opening stores in Charlotte, Wilmington, Raleigh and Fayetteville, North Carolina and Bergenfield, New Jersey this month. While the retailer’s progress in the US has been slower than initially anticipated, following the opening of its first stores in the country in June 2017, these new openings will take it beyond the 80-store mark. The opening of the first converted Best Market will be closely watched, with 27 further locations to be converted over the next few years.

Source: IGD Research

Reflection and refinement

This major expansion comes after a period of reflection and refinement. Last summer a new CEO was appointed, with Johannes Fieber joining from Lidl Sweden, where he held the same role. Under his leadership, the retailer has been sharpening its focus on value and freshness and improving existing locations. Two of its initial stores have been closed while new commerce programmes have been tested with Boxed.com and Shipt.

Source: IGD Research

New look stores

The most significant change has been the launch of a new-look store format. Notable changes include adding the ‘rethink grocery.’ strapline to the front of the store. Previously, there were no exterior signals to consumers that Lidl was a food store. Inside, new blackboard style signage has been added to fresh departments, reflecting a look and feel that is popular in the US. The retailer has also added wooden fixtures in produce and floristry, creating a warmer, market-style, look and feel. The new concept demonstrates how Lidl is aiming to offer a better experience to shoppers. Investments in signage and fixtures, along with self-checkouts and a loyalty app are key to encouraging shoppers to shop with it more, and more often.

Source: IGD Research

Join a Retail Safari with our experts

Use our expertise to unlock store, category and digital innovation across leading European and North American cities through our analyst led study tours.

Find out more »