Lidl to reduce product range

According to Lebensmittel Zeitung's informations the complete assortment is under close scrutiny, with a special focus on duplications.

 After years of
continuous line extensions, Schwarz Group's discounter Lidl is
reportedly working hard on reducing its product range in order to
optimise productivity and limit complexity.

"Lidl has
learnt that additional listings have not always generated additional
turnover," a source said, suggesting that a simplification would
be a reasonable step.

In numerous European
markets, the discounter has been pushing sales by gradually extending
its ranges, particularly with manufacturer brands, driving the number
of SKUs on its shelves. Only in January, in Germany, Lidl added
higher-priced beauty care products to its offer, from brands such as
L'Oréal or Nivea. However, Schwarz Group's President Klaus
Gehrig had indicated last year that the permanent softening of the
hard discount concept had reached its limits.