Lidl France has announced that it will invest between €400 million and €450 million in expanding approximately 900 of its 1,500 supermarkets by between 800 and 1,200 square metres, as well as plans to close 130 stores which lack profitability, Le Monde reports.
Lidl’s large scale FMCG distribution market share in France is 4.9 per cent. It hopes that through this investment its French market share will reach the eight per cent mark within the next five years. In total, the store creation and expansion will last for ten years.
Frédéric Fuchs, Lidl France’s managing director, said the company’s method for achieving this is to “be a specialist in private label. Our models [for the French market] in this regard are Monoprix and Migros.”
The grocer says it is committed to pushing French produce, and will always seek “the ideal balance between price and quality” in its product selection.
Furthermore, it will begin running a new television advertisement from 4 October, and is to adopt a new slogan – “Lidl, le vrai prix des bonnes choses” (“Lidl, the right price for good things”).
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
