Boudewijn van den Brand is Lidl Belgium's new CEO

“Continue policy”

The Dutchman studied business economics at the University of Utrecht and joined Lidl Netherlands in 2002, going through the ranks as regional manager, distribution manager and regional director for the Netherlands. In 2011, he was handed the position of sales manager for Lidl Belgium.

“What Jesper Højer has achieved in the past three years in Belgium, is exquisite and I get the opportunity to continue that policy. Our customers will not see anything change as our 5,000 employees will keep convincing them daily to come back the day after tomorrow. Lidl has been synonymous with fresh, qualitative products at discount prices for the past three years now and we will not change that story”, the new CEO stated.

Strong path of growth

Jesper Højer started working for Lidl Belgium in 2011 and resolutely went his own way. Lidl expanded its customer service extensively, became very active on social media and renovated all of its stores based on “larger, vaster, fresh and sustainable” as key themes – or, als Lidle called it, “smart discount”. The German chain also decided to go for the Belgian view, both in its array of products and its shopping experience.

That policy (and the crisis) have helped Lidl a lot as its market share grew from 5.1 % to 7.5 % now: a 50 % increase in 3 years’ time. It now also employs 5,300 people, which is also a 15 % increase.

“I insist on thanking each and every person involved at Lidl Belgium, for their collaboration and diligence the past three years. Lidl represents something else now than when it started and a lot of people helped achieve that. I am overjoyed that I can leave Lidl Belgium like that“, the Dane said.