For the first time, Lidl has opened a store that offers only non-food products. Under the name “Home & Living,” the retailer is showcasing six private labels in a store area of about 500 sqm.
Large marketing investments
Lidl’s first non-food supermarket is located in Lottstetten, Germany, near the border with Switzerland, opposite a traditional Lidl discount supermarket. The branch features a wide selection of household appliances, textiles, tools, home accessories, sports items, toys and many more items from the private labels Crivit, Esmara, Livarno, Lupilu, Parkside and Silvercrest, Lebensmittel Zeitung reports.
Non-food has become an important focus for Lidl in recent years. This is evident from the significant marketing investments made by the retailer, which has hired Arnold Schwarzenegger as the face of the DIY brand Parkside, is an official partner of several UEFA football competitions, and is actively sponsoring a professional cycling team.
In the past, Lidl has experimented with temporary stores for specific non-food brands: last year, there were a Lupilu store in Belgium and Parkside DIY stores in Hungary and Poland. However, a store featuring all of the retailer’s non-food private labels is a first. The initiative is noteworthy given the success of large non-food discounters like Action and TEDi in Europe. Lidl did not wish to reveal whether this concept will go beyond just one store.
