Boudewijn van den Brand is Lidl Belgium's new CEO

Boudewijn van den Brand is Lidl Belgium's new CEO

Boudewijn van den Brand will become Lidl Belgium's new CEO. The current sales director will succeed Jesper Højer, who will move to Lidl's international board on 1 May.

"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.

Questions or comments? Please feel free to contact the editors


Arket Brussels opens: discover H&M's latest concept

14/09/2017

On Friday 15 September, H&M Group’s new store formula opens its doors on the Guldenvlieslaan in Brussels. The press got a sneak preview and discovered a surprising mixture of fashion, interior design and food. 

Nordstrom opens store without storage

13/09/2017

American fashion chain Nordstrom is to trial a new store formula in Los Angeles next month, in which customers will only be able to get advice and try out clothing. Purchases can be picked up at the store at a later date.

Primark benefits from weaker British economy

12/09/2017

Irish fashion chain Primark takes full advantage of the weak British economy, which prompted its parent company AB Foods to adjust its full-year forecast. The chain will also continue its expansion plans.

Participatiemaatschappij Vlaanderen invests in FNG

11/09/2017

Government investment fund Participatiemaatschappij Vlaanderen (PMV) will invest 15 million euro in fashion group FNG in return for 5 % of its shares. The money will go towards international expansion.

Gap Inc will focus on Old Navy and Athleta

08/09/2017

American fashion company Gap will alter its internal strategy and turn its attention to Old Navy and Athleta. Gap and Banana Republic, which both received the most attention up until now, will have to step aside.

Global Fashion Group cuts losses

08/09/2017

Global Fashion Group, the fashion group founded by investment group Kinnevik and Rocket Internet, managed to lower its losses even more in the second quarter. On top of that, turnover grew more than 25 %.

Back to top