Non-food items now available for purchase at the initial Lidl store.
Lidl, the popular German discount supermarket chain, has ventured into a new territory by opening its first dedicated non-food store in Lottstetten, Baden-Württemberg. Named "Lidl Home & Living", this store is part of a strategic pilot project aimed at expanding Lidl's presence in the growing market for affordable home and lifestyle products[1][2].
The new store concept focuses solely on non-food items, aiming to compete directly with other non-food retailers such as Action and Woolworth. It complements Lidl's existing traditional supermarkets by offering a separate shopping experience dedicated to household goods, clothing, sports items, toys, electronics, cosmetics, and more, without groceries[1][2].
The product assortment in Lidl Home & Living includes:
- Household goods and home accessories
- Sporting equipment
- Home textiles
- Clothing
- Toys
- Electronics
- Cosmetics
- Tools (featuring Lidl’s private brands like Parkside)
- Kitchen items
- Leisure products
The store prominently features Lidl’s well-known private labels such as Parkside, Silvercrest, Esmara, Crivit, Livarno, Lupilu, and Silvercrest. The layout is organized thematically (e.g., DIY, kitchen, leisure) to improve navigation and the shopping experience[1][2].
If the concept is successful, Lidl plans to expand this non-food-only store format across other regions in Germany[1]. The pilot store is located in Lottstetten, directly on the Swiss border, and uses the approximately 500 square meter space of a former Fressnapf market[2].
Lidl's move into the non-food sector is significant, as previously, the share of non-food was up to 15 percent in Lidl's total business. However, in recent years, this share has decreased significantly and is now around six percent[2]. The new store is a sign that Lidl is setting a sign in the non-food segment[2].
Industry experts are already speculating about further stores with this concept. The success of Lidl Home & Living could potentially revolutionise the retail landscape, offering customers a one-stop-shop for affordable home, lifestyle, and DIY products under the strong private label umbrella Lidl is known for[1].
[1] Lebensmittelzeitung (LZ) report [2] Unspecified sources
Customers can now shop for a wide range of non-food items at Lidl's first dedicated store, Lidl Home & Living, which specializes in household goods, home accessories, sports equipment, clothing, toys, electronics, cosmetics, tools, kitchen items, and leisure products. This store, located in Lottstetten, Baden-Württemberg, is part of a strategic pilot project aiming to expand Lidl's presence in the growing market for affordable home and lifestyle products, and could potentially revolutionize the retail landscape by offering a one-stop-shop for affordable home, lifestyle, and DIY products under Lidl's strong private label umbrella.
