Contest between Lidl and Action: Novel branch challenges convention - Traditional storefront, DAS, is absent
Lidl Unveils New "Home & Living" Store in Germany, Aiming to Compete with Non-Food Retailers
Lidl, the popular German discount supermarket chain, has taken a significant step towards diversifying its business by opening its first "Home & Living" store in Lottstetten, Baden-Württemberg. This new store, located opposite a traditional Lidl store, is a departure from the company's traditional focus on food products.
The "Home & Living" store is designed as a direct competitor to non-food retailers like Action, Woolworth, and Tedi. Unlike its food stores, this new outlet sells only non-food items such as household goods, clothing, tools, cosmetics, and leisure items.
The store, which occupies approximately 500 square meters, offers a wide range of products. Customers can find a variety of household appliances, textiles, tools, home decor, sports equipment, toys, and more. The entrance area of the store features both Lidl's own-brand articles and weekly changing special offer articles.
Lidl's own-brands, such as Parkside (tools), Crivit (sport), Esmara (fashion), Silvercrest (electronics), Livarno (home), and Lupilu (children's products), are given more prominence in the "Home & Living" store compared to regular stores. The store also features themed product sections to cater to the affordable home and lifestyle market segment that is traditionally served by stores like Action.
The move comes as Lidl aims to diversify beyond its core food discount business, where competition and low margins are increasing. By creating a separate non-food store format, Lidl is testing a new retail logic that could expand across Germany if successful. This would position the company strongly against established non-food discounters.
The concept combines a modern shopping experience with digital integration and focuses heavily on Lidl's own brand portfolios. The company aims to challenge the Dutch discount store Action with the "Home & Living" concept.
The opening of the "Home & Living" store was reported by the "Food Retail News." The building previously housed Fressnapf. This new venture marks a significant milestone for Lidl as it continues to explore opportunities beyond its traditional food business, with non-food being a major focus for the company this year, according to insiders.
[1] Food Retail News. (2021, October 26). Lidl opens Home & Living store in Germany. Retrieved from https://www.foodretailnews.co.uk/2021/10/26/lidl-opens-home-living-store-in-germany/
[2] Retail Detail. (2021, October 26). Lidl opens Home & Living store in Germany. Retrieved from https://www.retaildetail.eu/en/news/lidl-opens-home-living-store-in-germany-2021-10-26/
- Lidl's new "Home & Living" store, located in Lottstetten, Baden-Württemberg, is catering to the affordable home and lifestyle market segment by selling non-food items like household goods, clothing, tools, cosmetics, and leisure items.
- Unlike its food stores, the "Home & Living" store offers a wider range of products, including household appliances, textiles, home decor, sports equipment, toys, and more, setting it apart from traditional Lidl stores.
- The move into the non-food retail sector allows Lidl to test a new retail logic, compete with established non-food discounters like Action, and potentially expand this store format across Germany if successful.
- The "Home & Living" concept combines digital integration with a focus on Lidl's own brand portfolios, such as Parkside, Crivit, Esmara, Silvercrest, Livarno, and Lupilu, to provide a modern shopping experience for customers in the industry of home-and-garden, lifestyle, and finance.
