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Discounter Lidl has opened DIY stores for its private label Parkside in Hungary and Poland. The aim is to make the DIY brand better known to consumers and to present the discounter’s full DIY range.
Success
Lidl has opened two such stores so far: one in Biatorbágy (near Budapest, Hungary) and one in Bytom (Southern Poland). In the latter, the German discounter has dedicated a 100 sqm stor eto the retailer’s complete DIY product offer, from grinders, hammers and screwdrivers, to accessories and other tools.
Local media reported that the opening of the Parkside store in Biatorbágy was an overwhelming success: hundreds of interested people showed up, resulting in long queues, Világgazdaság reports. In a comment, Lidl said the store is a test and that the Parkside assortment will remain available in stores and online.
Strategic importance
Lidl has been investing in expanding its non-food offerings for some time. In doing so, Parkside is a strategically important private-label brand for the discounter. Last year, the retailer even hired American actor and politician Arnold Schwarzenegger as the face of the DIY brand.
This is not the first time Lidl has experimented with separate (pop-up) stores for its private label brands: in June, the discounter opened a temporary store in Antwerp city centre, to showcase its extensive baby range under its private brand Lupilu. In its supermarkets, the retailer has insufficient space to present the full non-food assortment. Moreover, in an offline environment, consumers can view, touch, feel and test the products.
