German discounter Lidl has invested more than €550 million and employed over 3,300 people in Serbia in the first five years since it commenced operations in the country.
The company also emerged on top in terms of overall satisfaction in the categories of fresh fruit and vegetables, as well as bakeries.
Lidl Serbia is also making a significant contribution to the Serbian economy through exports. The company has exported goods worth more than €30 million to Lidl’s retail network in the region and other European countries.
Domestic suppliers offer more than 600 products – some through locally known brands, and others through products sold under the discount chain’s own brands.
In addition, Lidl includes in its permanent assortment the product line S ljubavlju, domaće (‘Home-made with love’), comprising around 100 products from Serbian suppliers.
In 2021, the discounter rolled out the private-label brand with about 80 locally sourced/produced SKUs, including (among others) fresh milk, natural and fruit yoghurts, home-made greaves/scallops, Śrem pie crust, Fruška Gora cheese, raspberries and dried meat.
The retailer is also one of the most desirable employers in Serbia and has been presented with ‘Top Employer Serbia’ and ‘Top Employer Europe’ certificates for three years in a row.
Lidl currently operates in Serbia through two logistics centres – in Nova Pazova and Lapovo – which are in charge of supplying its network of around 67 stores in 38 different cities.
The company has long-term plans to expand its business in Serbia with the opening of more stores.