The German distributor Lidl will change its president in France: Frédéric Fuchs will take over the management of Lidl Germany’s activities “as of January 1” and will be replaced by Michel Biero, the brand’s media figure in France, according to a statement released on Monday .
“Frédéric Fuchs, current president of Lidl France since 2012, will take charge of the activities of Lidl Germany as of January 1, 2024,” said the discount store, specifying that Frédéric Fuchs joined the company in 1996, before to occupy the position of director in Hungary and Romania.
“Frédéric Fuchs’ successor as president of Lidl France will be Michel Biero, currently executive director of Purchasing.” Member of the executive committee “since 2011”, Michel Biero “began his career at Lidl in 2001”, specifies the brand, which is the sixth player in France in terms of market share, behind, in order, E. Leclerc, Carrefour , Intermarché, Système U and Auchan.
Launch of the “hard discount”
Michel Biero is the company’s media figure in France and has become known in recent years “participating in particular since 2015 in the International Agricultural Show”, after having “made quality and manufactured his iron spear in France”.
Since the early 2010s, the brand has moved from a “hard discount” model to a higher quality one in relatively small format stores, with less than 2,000 references. At the end of August, the brand had nearly 1,600 stores for 48,000 employees.
Lidl specifies that this choice of manager “places the brand in the continuity of its model based on the defense of purchasing power and the best quality/price ratio.”
Source: BFM TV