Lidl CEO: This year, we can become the biggest retailer in Romania

German discount supermarket chain Lidl could become the biggest retailer in Romania in terms of sales this year, according to Lidl Romania CEO Frank Wagner.

In the financial year ended in February 2020, Lidl Romania recorded a turnover of over RON 10 billion (EUR 2.08 bln), up by 28% compared to the previous year. In the 2019 calendar year, the company’s turnover went up by 25%, to RON 9.76 bln (EUR 2.03 bln).

Meanwhile, sister-network Kaufland, recorded a turnover of RON 11.87 bln (EUR 2.47 bln) in 2019, up by 9.1% compared to the previous year. French group Carrefour was second in 2019, with a turnover of RON 10.1 bln (EUR 2.1 bln) and a growth rate of 12%.

“If we succeed in what we have done in the last three - four years, when we have grown three - four times faster than the market average, we are confident that we can rise to the first place this year, but this is not a goal in itself,” Frank Wagner told local Retail.ro.

The company will continue its expansion strategy with 15-20 openings scheduled for this year, after opening 21 new stores last year.

The retailer will also start the construction of a new warehouse near Bucharest, its sixth in Romania, which should be completed in 2022, according to Ziarul Financiar.

The investment budget for this year is EUR 200 mln, according to the Lidl Romania CEO. The company currently has over 260 stores and over 8,500 employees in Romania.

When it comes to trends in the retail market, Frank Wagner says the pandemic has changed the Romanians’ shopping habits. Thus, Lidl clients go shopping less often but buy more in one session.

“The pandemic has accelerated the trend in terms of shopping efficiency, and stores are becoming a "one-stop shop", offering a wide range of products needed by customers. This is a trend that will continue in the future,” Wagner said.

(Photo source: the company)