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LIDL ADDS STORES AND PREMIUM PRODUCTS
Lidl has big plans for increasing its sales in the UK, including store expansion and upgrading product offerings. Lidl is extending its product range to 2,000 SKUs and now includes a new deluxe premium range. The broader range is part of a long-term strategy to prepare Lidl for a better economic environment in which shoppers will be less concerned about price. “We already need to be thinking in terms of when the economy is not as good for us as it is now,” said a spokesperson. “What we started three years ago is something that will help us for the next five or six years. We are in 24 EU countries and in 11 of them we are the market-leading discounter. When you have got that pan-European network, you can source anything you wish.” Lidl says it has posted double-digit sales increases with more affluent shoppers by raising store standards and introducing some organic, free-range and Fairtrade foods. Lidl plans to add 50 stores in the UK this year, one more than last year. Part of that expansion will come through the purchase of stores from other retailers. The discounter will be using a smaller store format to enter more urban areas. It has opened ten smaller stores with a footprint of 200 to 500 square meters and another ten stores are planned for 2009.
The other major discounter in the UK, Aldi, is also reporting strong sales gains. Sales at Aldi UK for 2008 were up 25% to 2.15 billion pounds, while the number of its stores increased from 416 to 457 last year.
Apr 28, 2009
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