Lidl close to US kick-off
Lidl services company: Has set up US headquarters in Arlington/Virginia
Lidl is currently contacting its supplier base in order to ascertain who can also deliver to the US market. Around 200 execs from within parent Schwarz Group's vast international empire will apparently soon undergo training at head office in Neckarsulm in preparation for entry.
After years of prevarication, which were lengthened by the global financial crisis in 2008/09, senior staff at the group are now said to be rooting for the project. They are clearly excited by the huge potential of the market where the multiple will inevitably meet an old friend – Aldi.
The arch-rival has opened more than 1,400 outlets in the States where it has pioneered "discount made in Germany". Presumably, Lidl is also looking to profit from the familiarity US consumers now have with this small-box, no-thrills concept.
A Lidl services company has already opened a headquarters in Arlington/Virginia near Washington D.C. Its first task is to find suitable sites and to push expansion. Sources close to the privately-held company understand that it intends to kick off with at least 100 stores in order to meet the minimum scale requirements for cost efficiency.
So now all the thrifty Swabians need do is come, and all will be hunky-dory!
Related article in German: By Hans-Jürgen Schulz & Jan Mende in Lebensmittel Zeitung, no. 10, 06.03.2015
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