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Lidl in Serbia will signal the long expected price war

The German discounter Lidl, who has been planning to enter the Serbian market since 2010, is now making these plans a reality. The company has already purchased four plots in the country and is planning to open multiple stores at the same time, reports the Austrian newspaper Wirtschaftsblatt via its website.

The Lidl branches will be opened in Subotica, Zrenjanin, Novi Sad and Valjevo. The Lidl purchased a piece of land 11,000 squared meters wide in Novi Sad that is valued around 1.6 million Euro.

Serbian consumer protection agencies and industry experts are happy that the Lidl is coming to Serbia and hope for more competition from discounters. Apart from special discounts, prices in Serbian stores have stayed stable and are high in comparison with buying power. The average salary in Serbia comes to around 345 Euro.