USA: Lidl confirms market entry

German discount retailer Lidl has confirmed that it is planning to enter the US market, initially by establishing a headquarters and distribution centre in the country, according to a report in Supermarket News.

Promising "a unique experience for American consumers that will be unlike anything else in the market", the firm, which is part of the Schwarz group, said that the former Lidl Ireland president Brendan Proctor would be tasked with leading the US expansion.

Commenting on the move, Mr Proctor said: "We are excited to take this important step to launch Lidl's expansion into the United States and look forward to introducing American consumers to a different type of shopping experience. Our philosophy is simple: we are focused on offering customers top quality products at the most competitive pricing in convenient locations. We plan to build on the foundation that has made Lidl so successful in Europe, while creating a unique experience for American consumers that will be unlike anything else in the market".

According to the Supermarket News report, Lidl confirmed it would establish both a corporate headquarters and a regional office & distribution centre in the state of Virginia, through a $202 million investment. The company was yet to confirm the number of planned stores or projected timelines, but instead commented that the move was part of "early preparations to launch its expansion into the U.S. market".

Source: Supermarket News