Lidl dates back to the offensive in France: the discount of German origin, pushed by the period of high inflation, intends to “return” its “image prize”, with the ambition to reach 10% of the market share by 2030, according to your boss.
“We had some more complicated years”, with 400,000 lost clients between 2022 and 2025, recognized this week, the Irish president of Lidl France, John Paul Scally, with several media, including the AFP.
But a new strategy has been launched “since the end of last year,” he added during this rare spoken from the announcement, at the end of January, of the surprise game of Michel Biero, vice president of the media of the sixth French distributor.
To mark this turning point, the brand presented its new slogan on Saturday, “Lidl, is worth it”, after ten years claiming “the real price of good things.”
“The first objective for me was to recover our image prize,” said the manager, whose brand, which has distinguished itself in recent years by a luxury desire and a good understanding with the agricultural world, represented 7.8% of the market in August.
After communicating in early 2025 in its first price range, Lidl has been placed since the beginning of the school year in a campaign to lower prices (“sacred prices”) in “basic needs” such as the wand, from 35 to 29 cents, an initiative denounced in particular by the National Confederation of the French Package.
Around 2,000 stores in France
Since January, the brand has invested 150 million euros in its label cuts, and given its number of customers increasing by 5%, and its volume sales of 4%, according to John Paul Scally.
At the same time, the brand is investing to expand its network of stores.
After 20 net openings in 2025, the brand with 46,000 employees will have 1,627 stores. He is also preparing to take 19 supermarkets of the Auchan giant.
Ultimately, “I imagine it goes up to 2,000 supermarkets,” said John Paul Scally.
The manager’s tables on a return to balance for the exercise that will be closed in February 2026. According to the specialized media, Lidl France lost 72 million euros in 2023-2024 and 9 million in 2024-2025, for a turnover of almost 16 billion euros.
Socially, despite the strikes in February and May against the degradation of working conditions and the general opening on Sunday, John Paul ensures that the discussion with the teams remains a “priority” and highlights the “loyalty” of the employees, whose average seniority exceeds “six years.”
Source: BFM TV
