Lidl: First Stores in U.S. Open June 15

Promising to rethink grocery through a combination of convenience, value and quality, Lidl U.S. revealed on Wednesday that its first stores in the U.S. would be opening June 15.

Lidl, which is a division of the Schwarz Group, a retailer in Germany with Arlington, Virginia U.S. headquarters, also released the locations for its 20 stores it announced would open during the summer, but did not reveal the number that would open during June.

The arrival of Lidl promises more pressure points for the grocery market in the U.S. that is already struggling due to over saturation, slowing sales from deflation and price competitiveness that threatens profits.

Anticipation of the arrival of Lidl has been a big factor in many events of recent, from the merger of Ahold-Delhaize, to the investments in price and service by Walmart, to increased renovations and expansion of its counterpart from Germany Aldi.

The news of the store opening date came following a New York event on Tuesday that included remarks from its executives as well as a sampling of its private brands and fresh products.

Included were a line of international specialty products that will be marketed under “Preferred Selection” brand and a huge selection of exclusive wines that store officials said would be offered at prices of as much of 50% less than normal grocery stores.

The twenty locations announced will open seven days per week and will have new distribution centers servicing them located in North Carolina and Virginia, said Brendan Proctor the U.S. CEO of Lidl. A third distribution center for Lidl in Maryland is still being built.

Next summer Lidl will open another 80 stores across markets from Atlanta north to New Jersey, said Proctor.

Advertising for store openings will begin in those markets soon. The company last week launched their social media channels on Facebook, Twitter and Instagram.

On Tuesday in remarks made in New York, the Lidl CEO reiterated the claims Lidl would give a convenient solution for shoppers in the U.S. who feel they are compromised by the current grocery store options and predicted Lidl would be successful due to is superior efficiency as well as sourcing that provides quality products for good value, along with its ability to adapt evidenced by its expansion into 27 European countries.

Proctor has been with Lidl for 17 years and most recently worked in the company’s Ireland division, but worked as well for them in Austria.

His parents owned a corner store and he helped them while growing up in Donegal, Ireland.

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