France: Retailer Lidl wants to shed reputation as discounter

Famous discounter Lidl is seeking to cast off its reputation. This according to Friedrich Fuchs, head of Lidl in France. A recent press release in 'Les Echos' states the retailer wants to lose the extreme budget segment “without becoming a traditional supermarket”. Renovations will start immediately and be completed over the next three years.

According to preliminary data Lidl will be selling the major food brands, the fresh produce department shall be reinvented and bakery departments will be integrated in stores. Insiders think the reorganisations are due to the decreasing market shares hounding the discounter since 2008. Last September saw another 0.8% drop in shares. The more traditional retailers are reportedly more successful lately; Kantar Worldpanel states this is due to the fact that those segments have started discounting as well.

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