By opening such a significant number of new outlets, Lidl aims to strengthen its presence in the US, where it is faced with stiff competition from established chains such as Walmart.
Originating in Germany, Lidl has found a firm footing in many European countries thanks to its dedication to budget goods. However, it has struggled to find comparable success in the United States. With the likes of Walmart cornering the market in terms of affordable goods, Lidl will have to fight to win the attention of American shoppers. By opening 25 new branches, it has shown that it is dedicated to its aim.
The new stores will be opening across Eastern states including New York, Maryland, Pennsylvania and the Carolinas. In all, Lidl hopes to have more than 100 stores operating in the US by the end of 2020. If it continues to grow in size, Lidl's performance in the US will mirror its success in Europe, where branches of the chain are seemingly inescapable sights across many countries.
The main reason for Lidl's appeal outside of America is that it provides a vast range of inexpensive goods. For many customers, the company's name is synonymous with affordability; people know that they can always count on this particular chain for something cheap and cheerful. However, it takes time to build such a reputation, as customers might be initially suspicious of new stores distinct from established brand names, and competition can be ruthless: affordable or not, newcomers to the scene must work hard to earn customers' trust.
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