Lidl to search for new CEO in the United States

Joel Rampold, who took over as CEO in the US in 2023, has already left Lidl. He was the fifth CEO and the first American at the helm of the discounter since the start of the American adventure in 2015.

Significant lag

Rampold, who worked as a consultant before joining Lidl, will remain active as an advisor, according to reports, while Marco Giudici, former CEO of Lidl in Romania and chief customer officer in the US, will temporarily fill the position of CEO.

A good ten years after opening its first stores in the US, Lidl is still struggling to find its position in the market. The discounter has only opened around 200 stores and still lags far behind its archrival Aldi in terms of brand awareness. Aldi is aiming to have 3,200 US stores by the end of 2028.