PLMA Live features what shoppers can expect with Lidl debut

NEW YORK — With the announcement that Lidl is less than one month away from opening its first U.S. storefront, the Private Label Manufacturers Association took a look at what many might expect from the German discount grocer.

"Lidl is not giving up on the cut case, limited-assortment strategy or the focus on private label that made the chain so successful in other countries," reported PLMA commentator Len Lewis. The chain plans on working within a 21,000 sq.-ft. box, which is about half the size of a typical U.S. grocer yet 35% larger than Lidl's European locations, Lewis noted. And though a Lidl prototype has yet to be unveiled, many speculate the final shopping experience may be between Harris Teeter and Trader Joe's, Lewis said.

"A glimpse of what's coming might be Lidl's first metropolitan store in the U.K.," Lewis suggested, which has been dubbed the "Lidl of the future." That store features wider aisles and self-service checkouts and softer lighting. "The standard [Lidl] store will reportedly have six aisles, making it easier for consumers to navigate."

And Lidl is expected to expand its in-store offering beyond groceries, Lewis added, to include apparel and lawn and garden products.

The report is included as part of the latest digital issue of PLMA Live.

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