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USA: The Big Apple is a natural fit within Lidl's store growth plan

Discount Retail Chain Lidl USA opened its first U.S. stores in 2017, and has become a familiar place for many bargain-seeking Americans, but the company is eager to expand its presence within its core markets, including the New York metro area. To that end, Lidl US debuted a store at 408 Grand Street on Manhattan’s Lower East Side this past August. 

Having visited one of the grocer’s New York-area stores in the Queens neighbourhood of Fresh Meadows last year, which coincided with the company’s move to “Americanize” its operations.


“Manhattan is a natural fit within our broader growth strategy in key markets like New York City; Washington, D.C.; and Atlanta,” explains Alan Barry, EVP real estate and operations at the grocer, whose U.S. headquarters is in Arlington, Va. “When it comes to choosing new store locations, we look for convenient locations for our customers that can support high traffic volume daily.”


Reaching New Shoppers

Barry: “This year, Lidl US is opening more new stores across New York to bring even more shoppers the high-quality, low-priced products they know and love. The goal of our expansion is to reach new shoppers, and our new stores are driving people to try Lidl US so they can experience first hand our unbeatable products at the lowest prices. Our business model allows us to expand without compromising on the value or experience we offer.”


How does the Grand Street store cater to the vibrant urban community it serves, Barry replies, “While our stores follow a consistent format designed for efficiency and value, the new Lower Manhattan location is tailored to fit the fast-paced, on-the-go lifestyle of NYC shoppers.” This customization includes the “incredible promotions” featured in the new store’s flyer, he notes.


Strategic Tailored Assortment

Beyond individual locations’ offerings, Barry notes that the grocer’s items are “continually tailored to meet the demands of U.S. shoppers and ensure we’re providing the highest-quality products at the ‘Lidl-est’ prices. Our strategic assortment means we’re not overwhelming customers with options, but still offering unique ‘surprise and delight’ items customers can’t get anywhere else. For example, we offer American favorites like muffins, doughnuts and New York bagels while keeping our fan favorites, like our 49-cent croissant.”

While Barry is tight-lipped regarding future store openings in the New York metro area or elsewhere, he emphasizes that the company is making the growth of its store base a top priority. As for locations beyond Lidl’s core markets, he asserts that the company is committed to “exploring expansion opportunities so more Americans can experience our unbeatable quality at [value] prices.”


This push to open more stores is a key part of the food retailer’s drive to keep its present and future shoppers satisfied. As Barry says, “At Lidl US, we’re always looking for ways to improve and evolve with our customers’ needs.” 



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