Lidl Continues To Expand In Serbia

By Branislav Pekic
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Lidl Continues To Expand In Serbia

Discounter Lidl continues to expands its presence in Serbia, following its arrival in the Balkan country just six months ago.

The group’s sixth store has been opened in the capital Belgrade, in Labudovo Brdo, while the city of Čačak now also has its first Lidl supermarket.

Both stores feature Lidl’s new modern store design, with a larger sales area, and an assortment of around 1,500 products.

New Additions

Lidl Srbija has also announced the opening of two more stores on 11 April in Vrbas and Paraćin, taking its Serbian network to 27 outlets.

During the construction work in Paraćin, an archaeological site was discovered, which Lidl Srbija, in cooperation with the Paraćin Regional Museum, decided to preserve.


The retailer financed protective archaeological research, during which various objects from the first century, such as jewellery, weights and various tools were discovered, as well as a large trove of pottery.

Visitors to the Lidl supermarket will be able to get acquainted with selected replicas of these objects, which hark back to Roman times.

Since arriving in Serbia in October, Lidl has managed to snatch a 3% to 4% market share. According to a market assessment by Serbia’s Commission's for the Protection of Competition, Lidl is well positioned to increase its market share to 5% to 7% rapidly, taking share from leaders Delhaize Serbia and Mercator-S.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine

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