$1,524 $m
Last year Lidl continued to catch up with its main competitor, Aldi, and is gradually becoming the trendsetter of discount retailing. Competitive price campaigns such as “Super-Samstag” (Super-Saturday) are an inherent part of Lidl’s business model of being the low price leader. Its online store is helping Lidl stay ahead. The online marketplace was voted one of the top 10 online stores in Germany based on coverage and number of visitors, and with it the company is strengthening its competitive advantage. Its private label “Ein gutes Stück Heimat” is performing well and receiving increased recognition. As part of its private label brand development story, Lidl recognized the 260 farmers that provide milk and other raw materials to thank them for the positive impact on Lidl as a whole.