Non-food spearheads
Parkside is Lidl’s private label for the DIY category. It is no coincidence that the discounter manages that private label just like a full-fledged A-brand, as may be evidenced by its solid contract with Arnold Schwarzenegger. The opening of the brand’s own DIY stores in Hungary and Poland this summer is significant in that context.
According to calculations by the German trade magazine Lebensmittel Zeitung, Parkside is now even the European market leader in its sector, although it is not clear what data the magazine bases this on. In any case, observers say that the successful Parkside model is now the inspiration for a new non-food strategy at the discounter, which is also spearheading other private brands. Lidl wants to raise the share of non-food sales in its total to a double-digit share – today that share has fallen to some 7 %.
