German grocer seeks a Lidl slice of Aldi's market

U.S. consumers have more options for grocery shopping than ever before. But German discount grocer Lidl, aiming to emulate the U.S. success of the growing Aldi chain, says it will “create a unique experience for American consumers that will be unlike anything else in the market.”

Lidl says it plans to invest $202 million to establish operations in the United States, including a $77 million investment in its U.S. corporate headquarters in Arlington County. Brendan Proctor, president and CEO for Lidl US, made the announcement alongside Virginia Governor Terry McAuliffe after meeting with leaders of the company at Lidl’s international headquarters in Neckarsulm, Germany.

“We are excited to take this important step to launch Lidl’s expansion into the United States and look forward to introducing American consumers to a different type of shopping experience,” Proctor said. “Our philosophy is simple: we are focused on offering customers top quality products at the most competitive pricing in convenient locations. We plan to build on the foundation that has made Lidl so successful in Europe, while creating a unique experience for American consumers that will be unlike anything else in the market.”

Across the United States (and Europe), Aldi has carved out a strong market position and attained shopper loyalty as bargain grocery shopping has become more popular since the recession.

The Schwarz Group, owners of Lidl, are the fourth largest retailer in the world, operating across more than 26 counties and generating more than $100 billion in sales every year. Lidl operates nearly 10,000 stores in 26 countries throughout Europe.

Lidl markets offer customers fresh meat, produce and bakery items, as well as a wide selection of household goods, at the low prices.

“We want to thank Governor Terry McAuliffe, as well as the teams in Arlington and Spotsylvania, who recognized Lidl’s potential and worked with us to bring Lidl to the area. We are honored to work with this incredible team of professionals who have laid the groundwork for Lidl’s success in the United States,” Proctor said.