“Lidl” Supermarkets are Ready to Enter Ukraine

by Vladyslava Zhabrovets
Monday, October 18, 2021
“Lidl” Supermarkets are Ready to Enter Ukraine

German company “Schwarz Group” entrance to the Ukrainian market and opening a network of “Lidl” supermarkets may be a game-changing event

This was reported by the business publication Lebensmittel Zeitung with reference to the company's internal documents.

Adam Miszczyszyn is to bring Lidl supermarkets to the Ukrainian market, having been named general manager of the chain in Ukraine. The document on his appointment was signed by Lidl CEO Gerd Chrzanowski.

The founders of the German brand claim that they consider the Ukrainian market as potentially interesting for the introduction of a new product for consumers. Interlocutors of the newspaper Wirtualna Polska claim that the management of Lidl decided to enter the Ukrainian market due to its high growth rate. However, it may not be easy, as local supermarket chains have a strong position in the market.

Lidl is a German international supermarket chain. The brand's first store was opened in 1973 in Ludwigshafen. In the 1990s, Lidl stores began to appear outside of Germany, and in a few years, they appeared throughout Europe, according to the company's website. Lidl stores are open in 32 countries, including Serbia, Switzerland, the United Kingdom, and the United States. They employ more than 310 thousand people.

The reporters of EastFruit assured that Lidl in Ukraine is the largest event for the fruit and vegetable business of the country and other supermarket chains.

As in any other segment, Lidl focuses on low prices for vegetables and fruits. The challenge for a retailer is always to be number 1 in prices for fruits and vegetables. At the same time, the requirements for the quality and safety of fruits and vegetables are very high. The chain may not offer premium quality products, but it inspects the suppliers of fruits and vegetables every rigidly in terms of adhering to approaches to the safety and quality of standard quality products. The supplier understands that if Lidl's requirements are met, then this network will be able to offer huge development prospects and large volumes of product sales.

The possible entry of Lidl into the market means a wide range of possibilities for Ukrainian gardeners and vegetable growers, but probably the most significant of them is the possibility of entering the international market. Lidl's global procurement strategy provides this opportunity for the most efficient and competitive suppliers. Therefore, the network can become a gateway to the markets of the EU countries and other countries of the world.

EastFruit adds that Lidl's entry into the Ukrainian market will have a powerful impact on both the retail market and the fruit and vegetable market. It must be noted that the impact will be mainly positive, opening new opportunities for business development for the most progressive manufacturers, expanding exports, and allowing consumers to get access to better and safer products at a fair competitive price.

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