A First Look At How German Grocer Lidl Plans To Conquer The US Market
February 17, 2017 | 1 min to read
On a busy street in Fredericksburg, Va., a tall, black security fence guards a sprawling — and, for now, largely empty — brick-and-glass building.
The under-wraps facility is a prototype store for Lidl, a German grocery chain that has been working for more than a year to plot its entry into the U.S. market. The company is using the space to test which details appeal to American shoppers: To hit on what kind of signage looks good dangling from the ceiling, to figure out how many aisles makes for the most efficient movement through the store.
Lidl (pronounced lee-duhl) is a global grocery juggernaut, with 10,000 stores in 27 countries. It has made its name offering a limited assortment of goods, many of them private label, at ultralow prices.
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