Lidl CEO Sven Seidel told the economic newspaper ‘Handelsblatt’: “It is important for us, we reach out to a whole new market.” Until now Lidl only operated on the European market.
“The pace will be very high, so we can grow, the USA is a strategic market,” continued Sven Seidel. The discounter giant wants to adapt to the local and American needs. About 200 employees are occupied with the preparations in the United States.
The company can’t use the name ‘discounter’ in the USA. The CEO explains that the term ‘discounter' is only used for Non-Food stores. “We’d rather use 'limited assortment'," stated Seidel.
The main idea of Lidl will remain the same in the USA. “We offer the best quality for the best price,” explained Seidel further. The competition with Aldi doesn’t worry him: “The USA is a large country, we won’t bother each other.”