Discounter Lidl will limit its premium brand's product range and its product range during the country weeks, a decision the German main office took to counter the leftovers created by its current range.
Products stay shelved for too long
According to Lebensmittelzeitung, a German magazine, German stores still carry plenty of items which should have been sold in the Pentecost period. Add the products from its different country weeks that have left behind and you have overflowing shelves in the store.
The German expert magazine believes Lidl has had to remove more than 100 million euro of its premium brand Deluxe in the past year alone and that is exactly the reason why it will now cut down on the number of articles and the order sizes. Some 20 % of the product range could be scrapped. The company will also remove products more quickly if they do not reached the envisioned turnover.
Local management boards will get more liberty to develop more localized products, a task the German main office has taken upon itself up until now. The new system should help create product ranges that are focused on the separate local markets.