German retailer Lidl has a reputation for quietly and locally planning expansions into new territory. The company has started building its first stores and already started the hiring processes on a store level in mid-July.
The first attempt at expansion of the German discounter Lidl into Lithuania was halted exactly 10 years ago. Now everything is ready after a new logistics centre went online on 14.04.2016. Lidl will open its Lithuanian stores on 01.06.2016.
Planned are 25-30 stores in Lithuania. Insider information reveals that at least 10 of those will be opened for customers on 01.06.2016. Since 2008 Lidl has been buying land throughout Lithuania, after having sold others in 2006 with a profit. Stores will be opened in Vilnius, Kaunas, Kretinga and Panevėžys.
Lidl is already employing more than 1.400 people in Lithuania. With the continuation of ist plans, recruiting was ramped up again. 130 new jobs have been created in the logistics centre in Kauna alone.
Lidl is with ca. 3300 stores in Germany one of the strongest discounter and expands equally as aggressive as competitor Aldi. Both are increasingly concerned with losing the „cheap“ image by selling more major brands and redesigning their stores for a better ambient experience
For years, the trend in promotions was clear: The store brand is king. In 2015, we could see a change in this rule in German retail for the first time. The budgets for promotions of store brands were cut significantly in 2015 compared to 2014. Major brands did not only catch up, in some places they reversed their roles. We closely watched how German retailers distributed their budgets for promotions.