Lidl US confirms June launch

18th May, 2017 by Arabella Mileham

Lidl USA is set to open the first of its new US stores next month, it confirmed this week.

(Photo: Wiki)

The retailer, which has now launched its US social media sites and started to run advertising, will open its first US stores on 15 June, in Virginia, North Carolina and South Carolina. Last year, the German-based discounter revealed its intention to open around 100 stores in the US over the next year, with around 20 stores scheduled to open this summer.

According to marketwatch.com, Lidl’s chief commercial officer Boudewijn Tiktak confirmed at a press conference in New York on Tuesday, that the first stores to open will be in the three states closes to its Arlington HQ, however Lidl US has yet to confirm exactly where its stores will be located.

The company has previously described its entrance into the US market is an “exciting and challenging part of our history in the making” and revealed plans to open stores and distribution centres open along the East Coast before it “expands steadily” across the US over the next few years. It is also planning an app which will offer exclusive coupons and priority messages.

According to Lidl US’ CEO Brendan Proctor, as reported by foodlive.com, the US operation has been in development for two years, with Proctor telling US media at the event that one of the retailer’s strengths was “adapting to the customer’s needs and what the customer wants, and greatly curating the range around that.”

Californian opportunities

In the UK, Lidl over-trades in wine compared to its wider grocery offer, with its bi-monthly Wine Cellar promotional events helping to create a ‘halo effect’ for its wider grocery offer, but it has yet to be confirmed whether the discounter will adopt a similar model in the US.

The US wine selection is being overseen by Adam Lapierre MW, and is set to include wines from Napa Valley, the Oregon Coast, the South of France, and Tuscany, among others, many of them exclusive to the retailer. It is also expected to offer an extensive chilled beer range.

According to the UK BWS team, the opening of the US operation is likely to open up opportunities to stock more US wine across its European operations.

Speaking to db last month, Lidl UK’s wine buying manager Anna Krettmann said she was excited at the prospect of stocking “some great Californian wines” in the UK on the back of Lapierre’s experience and strong links with Californian wineries.

Under Lidl’s European sourcing model, a large proportion of wines are sourced by its wine buying teams located in countries where Lidl operates an office, with these wines then available across the stores’ international estate – and Krettmann said the idea would also be applied to the US. Currently, Lidl’s European roots has meant it has historically been stronger in European wine than New World wines, as buying teams have been able to tap into their connections with local growers.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Beer Development Specialist

Matthew Clark
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more