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.
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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”.
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