Lidl arrives in Romania

The German group Lidl & Schwarz will bring the discount store chain Lidl onto the domestic market, after having officially entered the Romanian market with their Kaufland division. Lidl is already running recruitment ads in the central press, with the company having established regional hubs in Bucharest, Brasov and Iasi. Furthermore, it is pursuing a strategy of coordinating the acquisition of land and rental operations in Bucharest, Craiova and Cluj-Napoca, as shown in its ads. Lidl is a discount-type store, and has a very aggressive strategy for expansion in Central and Eastern Europe. The entry of this chain on the market was brought about by opening a very large number of stores in a small space of time. This is the same strategy that a competitor of Lidl, the German Tengelmann Group, has already carried out in Romania. ZF