Last month Friedrich Fuchs, head of Lidl France announced in Paris a new strategy to more than 3000 managers of the brand. The retailer is planning to offer more leading brands, in-store bakery, more space for fresh products. The changes are supposed to be implemented immediately and should be completed within 3 years. The plan is to get out from the hard-discount model without becoming a traditional retailer.
Last month Friedrich Fuchs, head of Lidl France announced in Paris a new strategy to more than 3000 managers of the brand. The retailer is planning to offer more leading brands, in-store bakery, more space for fresh products. The changes are supposed to be implemented immediately and should be completed within 3 years. The plan is to get out from the hard-discount model without becoming a traditional retailer.
Lidl already began offering more A-brands to customers some time ago in an attempt to differentiate its business from its main rival Aldi.
Source: olivierdauvers.fr
Insiders say the reorganization of Lidl business model is a result of increasing price competition of traditional supermarkets and therefore decrease in retailer’s market share.
Lidl, which has 1,600 stores in France, has denied reports on becoming soft-discounter. Spokesman of Lidl France commented to just-food.com: “This has not come from us. We already stock around 300 national brands in our stores. Together with our own brands, customers have a choice of approximately 1,250 brands in total”. But added that the new strategy “would position us as a fullyfledged retail brand in its own right without becoming a traditional retailer".
Sources: just-food.com; freshplaza.com; fructidor.com; olivierdauvers.fr
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