Lidl targeting the affluent market

16 September 2015, Blog

Lidl is best known for its success in the discount market, but the store’s recent growth plans suggest that it wants to widen its appeal to attract a premium audience in central London. Whilst other supermarkets such as Morrisons and Waitrose are reporting falls in profits, Lidl wants to build more stores to reach its target of 1,200 across the country. The retailer is apparently looking at sites in Notting Hill, Kensington, Mayfair and Chelsea as part of this strategy.

Customers at Lidl may have noticed that the supermarket has recently been offering high quality produce at a bargain price: you can find lobster for £5.99 and a bottle of champagne for £9.97. Last week it introduced 60 new lines to its “Wine Cellar” concept, all from France, including less well-known wines such as Arbois, and a white Châteauneuf-du-Pape.

Waitrose has responded to the German retailer’s attempts to enter the high-end market by offering loyalty card cups or free tea or coffee, which Waitrose managing director has described as a “very British response” to the threat. 

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