Poland: Lidl's new international store format implementation
- DRC Discount Retail Consulting GmbH
- 10 hours ago
- 4 min read
"Discount Retail Chain Lidl has shown one of the first complete implementations of its new international store concept, south of Warsaw, Poland. A comparison with the nearby stores, opened just a few weeks earlier, shows that this is not just a design update, but a fundamental reset of grouping and routing, communication and digital logic," says Sebastian Rennack, analyst at Aletos Retail Advisory, in a photo report.
From wood decors to premium anthracite and "Lidl blue"
Lidl's new international store concept has already been implemented in Poland. One of the first full-fledged projects was opened on February 12 in Piasecznie, south of Warsaw. The store in nearby Reguła, opened only a few weeks earlier, was still based on the older logic of the store. This geographically close comparison of the two concepts makes it possible to see exactly how fundamentally Lidl is changing its Polish operations.
The previous wood decors in the non-perishable food and non-food sections have been replaced by a more premium anthracite look. Wood is now reserved for fruit and vegetables, as well as for the bakery, which preserves the feeling of warmth in the fresh zones and promotes a positive emotion at the beginning of the shopping journey. The navigation panels on the shelves in the bakery went from beige headers to standardized anthracite, enhancing the atmosphere of the categories. The previous division into "Confectionery" and "Bakery" is no longer visible.
Navigation within the categories is now consistently designed in Lidl Blue, which ensures a clearer and smoother visual flow. Continuous navigation strips above the wall-mounted refrigerators structure the perimeter of the store, and blue flags of subcategories make it easier to navigate the aisles. The motto "Lidl. It pays off." (Lidl pays off) is prominently presented in individual categories, thus strengthening the unified communication of the brand.
Communication at the front of the shelves, previously highlighted by the slogan "Lidlow prices. Superprice." in bright orange, has been unified to the red and yellow designation "Superprice".
Scan & Go is already part of the standard equipment of the concept. Fixed communication elements for self-service scanning are already in the entrance area, in the bakery and in the fruit and vegetable department. The self-checkout area is clearly marked as Scan & Go.
Zoning and structural changes in the sales area
The changes go beyond the design, the zoning interventions are extensive. The fresh and frozen assortment is presented in wall-mounted chillers, creating a stronger perimeter logic and higher visibility across the store. This is most noticeable at the back of the store, where the original free-standing vertical chiller for meat and poultry. An exception is the newly placed free-standing chiller with short-shelf goods and salads, which is now integrated in the fruit and vegetable department. The wooden front panel on the backwall creates the impression of a separate zone within a zone.
The originally strong share of non-food assortment in the back of the store was significantly reduced. This section now contains only two non-food shelves in the middle, flanked by two shelves with non-durable foods. The previous concept, when food scraps and seasonal promotions were placed in the middle of the store, is no longer applied here.
This limitation of the third non-food axis is particularly pronounced in the Polish context, as the density of promotions and events in the store center have so far played a significant role in the initial attendance of Lidl stores.
Special assortments, such as high-protein or lactose-free products, which were previously highlighted by separate navigations or flags on the shelves, are now integrated into the general blue design.
The dedicated shelf fronts for "Be Fit" and "Regional Polish Roads" remain commercially present in the centre of the store, but are no longer highlighted by separate communication elements.
The cosmetics department has undergone a lighting change, the original arched light in blue and pink tones has been replaced by a new concept.
Digital elements are a visible part of the standard store concept
Scan & Go communication is integrated as a standard part of the store navigation. The self-checkout area is explicitly marked with the Scan & Go logo and equipped with new terminals with integrated cameras. Larger monitors at self-checkouts create the potential for future digital messaging. The wall behind the self-checkouts, which was used for regional administration in some establishments, is now in the standardized Lidl blue visual.
The new concept in Piasecznie signals that Lidl Poland is moving towards a more internationally standardized and visually premium store model, although some elements of POS communication may still be modified during implementation. The change is not just cosmetic, it includes the zoning of categories, the integration of special assortments and the standardization of digital infrastructure within the operation.
Source: Aletos Retail Advisory, Lidl, Rennack 16.02 2026
