UK: Lidl exceeds sales worth 4 billion pounds | Progresiv
Lidl UK has announced impressive double-digit growth for its latest financial year to the end of February 2015, with sales exceeding £4bn for the first time. Turnover rises 21.1% to 4 billion pounds. 
2014 has been a very successful year for Lidl, ending with c.620 stores, so it is no surprise that the discounter has achieved its target of smashing the 4 billion pounds barrier. In the last year, Lidl has optimised ranges and evolved categories, rolled out in-store bakeries across the estate, launched its first TV brand campaign and more.
2015: another milestone year
Lidl has embarked on numerous other initiatives in 2014 and it looks like 2015 is set to be another milestone year of investment with Lidl looking to open larger, flagship stores; the largest at 15,295 sq ft is set to open this year in Maryport, Cumbria.
Lidl has already competed strongly on advertising, launching a second national brand campaign and is set to continue its category work. Plans for the spirits range are already in the pipeline, building on recent strong progress in both its beer and wine ranges. Interestingly, wine is a category which Lidl is considering taking online, building on its channel success in Germany.
Speaking to the media, chief executive Ronny Gottschlich has said the discounter remains 'firmly committed to helping boost the British economy by sourcing from the UK and continuing to create new jobs for local people'. Lidl's European markets have also benefited from the discounter's position in the UK with 30 million pounds of cheese and 100 million pounds of whiskey being exported. Lidl's position in the UK has gone from strength to strength, with Gottschlich saying customers now expect the best from Lidl, giving it the drive to continue exceeding expectations and consistently surprising its customers.
Alongside the announcement of its sales achievement, Lidl has revealed that it will relocate its London-based head office at the end of 2018 from Wimbledon to nearby Tolworth. The new 22,000 sq ft building will accommodate more than 750 people, twice as many as the current Wimbledon office, and will feature top of the range amenities as well as training and conference facilities. Lidl has purchased the new five-acre site from Kingston council for 10 million pounds, a move that will no doubt support the discounter's bold growth ambitions in the UK grocery market. (www.igd.com)
