FRANCE: Lidl plays down shift in positioning

By Stuart Todd | 29 October 2012

Lidl has 1,600 stores in France

Lidl has 1,600 stores in France

Lidl has denied reports it is shedding its hard discounter role in France by selling more major brands.

However, a spokesman told just-food Lidl, which has 1,600 stores in France, had unveiled a new strategy for the company at a gathering of 3,000 managers during in Paris last week.

Commenting on reports Lidl France was to become a mainstream 'soft' discounter, he said: "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.

He declined to go into detail on the new strategy but did reveal Lidl was looking to develop more in-store bakeries.

He added the new strategy would "position us as a fully-fledged retail brand in its own right without becoming a traditional retailer".

Sectors: Private label, Retail

Companies: Lidl

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