Lidl unveils its inaugural non-food branch
Lidl, the popular German discount supermarket, has taken a significant step into the non-food retail market with the opening of its first store dedicated solely to non-food products. Named "Lidl Home & Living", the new store is located in Lottstetten, Baden-Württemberg, near the Swiss border.
This pilot project is part of a test market for potential expansion of Lidl stores without food in other markets. The store offers a wide selection of items, including tools, clothing, cosmetics, kitchenware, textiles, toys, electronics, and sporting equipment. Lidl's well-known private labels such as Parkside, Silvercrest, and Esmara are featured prominently, alongside new labels like Crivit, Livarno, and Lupilu.
The new store is a strategic move by Lidl to compete with non-food retailers like Action and Woolworth, as well as other retailers in its product range. It aims to complement the traditional Lidl supermarkets nearby. The store's concept is also a response to Action securing a significant market share in recent years.
In the past, Lidl has tested "need worlds" with non-food products in a store in Baden-Württemberg. These "need worlds" contained leftover items from previous weeks and were fixed shelf spaces in a store. The new Lidl "Home & Living" store, however, will provide enough space for all six private label worlds of the company. Each "need world" will have a colored display stand where customers can find the offers from the current advertising.
If the new Lidl "Home & Living" store is successful, more stores could open nationwide. The store will serve as a pilot project for more Lidl markets without food to follow. This expansion into non-food retail is Lidl's move to expand its product range beyond food and compete effectively in the non-food retail space.
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The new Lidl store, titled "Lidl Home & Living", extends beyond the realm of traditional food items, featuring a diverse assortment of fashion-and-beauty products, home-and-garden essentials, and shopping options fortextiles, electronics, and sporting equipment. This strategic move is an attempt to rival non-food retailers and broaden Lidl's product range.
The strategic location of the Lidl Home & Living store in Lottstetten, Baden-Württemberg, serves as a test market for potential expansion into other markets, with the aim of providing customers with a comprehensive lifestyle solution.
