Germany: Lidl opens a non-food variety store
- DRC Discount Retail Consulting GmbH
- Aug 2
- 2 min read
Updated: Aug 4
Discount Retail Chain Lidl Germany has re-vamped a next door grocery store offering only non-food variety products. In an effort to keep possible supermarket competition out of this lucrative location. Under the name “Home & Living,” the retailer is showcasing its own six non-food private labels in a store area of about 500 sqm.
Large marketing investments
Lidl’s non-food store is located in Lottstetten, Germany, near the border with Switzerland, opposite a traditional Lidl discount store. The store features a wide selection of household appliances, textiles, tools, home accessories, sports items, toys and many more items from its non-food private labels Crivit, Esmara, Livarno, Lupilu, Parkside and Silvercrest, Lebensmittel Zeitung reports.
The new store in Lottstetten, Baden-Württemberg, near the Swiss border, will now serve as a “permanent store for in&out non-food sales.”
Non-food has become an important focus for Lidl in recent years. This is evident from the significant marketing investments made by the retailer, which has hired Arnold Schwarzenegger as the face of the DIY brand Parkside, is an official partner of several UEFA football competitions, and is actively sponsoring a professional cycling team.
In the past, Lidl has experimented with temporary stores for specific non-food brands: last year, there were a Lupilu store in Belgium and Parkside DIY stores in Hungary and Poland. However, a store featuring all of the retailer’s non-food private labels is the first. The initiative is noteworthy given the success and growth of large non-food variety discounters like Action and TEDi in Germany and the rest of Europe. Nevertheless no real competition to their wider and larger food and non-food assortment.
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