Lidl Expands Premium Private Brand After Sales Jump 200%

German global discount supermarket chain Lidl has doubled the number of products in its ‘Deluxe’ premium range after sales of the Private Brand rose by 200% last year. With more consumers choosing to eat dinner at home instead of heading out to restaurants, grocery retailers are recording increased sales of high-quality food products and fine wines. Supermarkets are expanding premium Private Brands in response to the shift in customer shopping habits.

Lidl Deluxe was launched in 2008 with items such as lobster, caviar, beef wellington, and scallops in Chablis sauce available to shoppers in its discount stores. “Even those from higher income brackets are finding smart ways to continue enjoying fine wines and good food at home,” said a spokesperson for Lidl.

Source: Profitero



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.