German newspaper reports some of Lidl’s openings have been ‘frighteningly weak’

In response to a German newspaper’s report that the performance of some of Lidl’s 37 U.S. operating stores have been “frighteningly weak,” Lidl’s U.S. Public Relations and Communications Manager Will Harwood told Store Brands, “I can tell you that our launch to date has exceeded expectations.”

According to Lebensmittel Zeitung, “the U.S. business of Lidl is weaker than planned. Expansion isn’t fast enough and a number of markets are experiencing sales that are ‘frighteningly weak,’ ” the paper reported, citing “insider information.”

The German retailer, which operates more than 10,000 stores in 28 European countries, opened its first U.S. stores in June on the East Coast. Lidl plans to open 100 stores buy mid-2018.

Lidl, with U.S. operations based in Arlington, Va., offers a 90 percent assortment of private brands.

“We are pleased with how customers have taken to our stores, and are proud of the hundreds of blind awards we have won for our high-quality products in the U.S.,” Harwood said. “We are also happy to be driving prices down for customers. We’ve now
opened 37 stores, and time and again, we see that customers get a better deal because Lidl comes to town. This is the Lidl effect. Retailers drop their prices when we arrive, and customers win. These same customers then win again because Lidl's award-winning assortment is available to them at the best prices around.”