Lidl outlines plans to hit 100 US stores by 2020 | Progresiv

Lidl plans to open 25 stores across the US east coast by spring 2020, taking its network to more than 100 stores.

Lidl’s expansion will be spread across Maryland, New Jersey, New York, North Carolina, Pennsylvania, South Carolina, and Virginia. This includes the retailer’s previously announced plans to open its first stores on Long Island, New York, following its acquisition of 27 stores from Best Market last year.

The retailer’s progress in the US has been slower than initially anticipated, following the opening of its first stores in the country in June 2017. As it approaches the 75-store mark, this is significantly lower than the 150 stores we initially projected for the business prior to its launch. Last summer it appointed a new CEO, bringing in Johannes Fieber from Lidl Sweden, where he held the same role. Under his leadership, the retailer has been sharpening its focus on value and freshness and improving existing locations ahead of any further major expansion.

Highlighting some of the challenges that Lidl has faced, it plans on closing two of its initial stores in North Carolina, suggesting that they were in sub-optimal locations. However, nothing more serious should be read into this. This month the retailer announced plans for a recruitment event for positions at its new regional headquarters and distribution centre in Alamance County, North Carolina. The Best Market deal will also significantly accelerate its progress in the New York and New Jersey markets. The retailer is also testing a new ecommerce programme with online specialist, Boxed.com, further reflecting how it is adapting its approach for the US market. (retailanalysis.igd.com)