Lidl Accelerates East Coast Expansion with Multiple New Stores Set to Open Fer House
Discount retailer Lidl is actively advancing its expansion plan on the U.S. East Coast, scheduled to open three new stores in the coming days and an additional one in mid-August, continuously expanding its store network in the United States. This summer, Lidl US has been extremely busy, constantly opening new stores in existing East Coast markets to further consolidate its market position.
Details of New Store Openings According to information on Lidl's official website, the company is about to open four new stores, with specific arrangements as follows: July 30th: Lidl will make its debut in Bethesda, Maryland, and Hackensack, New Jersey, launching its business in these two locations. August 1st: A few days later, Lidl will hold a grand opening ceremony for its new store in the Lower East Side of Manhattan, New York City. August 13th: Approximately two weeks later, Lidl will also open a new store in Bowie, Maryland, along with opening events. In addition, according to a press release, Lidl has opened five stores earlier this year, including two in Brooklyn, New York City, two in New Jersey, and one in Delaware. 
Comparison of Expansion Strategies Unlike its competitor Aldi, which has a widespread presence across the United States, Lidl has chosen to deeply cultivate the East Coast market in recent years, mainly opening new stores in metropolitan areas where it has already established a business foundation to densify its store distribution. A year ago, Lidl operated approximately 170 stores in nine states and the District of Columbia. Currently, the number of its stores in these areas has exceeded 185, showing a strong growth momentum. Excellent Customer Traffic Performance According to a recent blog post by data analytics firm Placer.ai, in the first half of this year, the customer traffic growth rate of Lidl stores was significantly higher than that of other food retailers.
Specifically, Lidl's customer traffic increased by 4.9% year-on-year, while the overall industry growth rate was only 1.5%. From January to May, Lidl's monthly year-on-year growth rate of customer traffic ranged from 2.6% to 6.9%, far exceeding the average level of the food retail industry. Changes in Customer Groups Placer.ai also pointed out that since 2019, the structure of Lidl's customer groups has undergone significant changes. In the areas where its stores are located, the proportion of affluent elderly consumers in suburban areas has increased, while the proportion of the customer group defined by the company as "singles and new employees" has decreased.
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