Lidl Stiftung & Co. KG (pronounced LID-əl) is a German international discount retailer chain that operates over 12,000 stores across Europe and the United States. Headquartered in Neckarsulm, Baden-Württemberg, the company belongs to the Schwarz Group, which also operates the hypermarket chain Kaufland.

Lidl is the chief competitor of a similar German discount chain Aldi in several markets. There are Lidl stores in almost every member state of the European Union. Lidl stores are also present in Switzerland, Serbia, the United Kingdom and the United States.

Like fellow German supermarket Aldi, Lidl has a zero waste, no-frills, “pass-the-savings-to-the-consumer” approach of displaying most products in their original delivery cartons, allowing the customers to take the product directly from the carton. When the carton is empty, it is simply replaced with a full one. Staffing is minimal.

he Lidl operation in the United Kingdom took a different approach than in Germany, with a focus on marketing and public relations, and providing employee benefits not required by law, including paying the independently verified living wage and offering a staff discount. Upmarket products were introduced, especially in the lead-up to Christmas. This required significant investment in marketing to produce sales growth but had an effect on Lidl’s logistical operation and pressure on profits. Ronny Gottschlich, who had run Lidl UK for the six years to 2016, was responsible for this approach, which led to friction with head office, due to the cost involved. In September 2016, Gottschlich unexpectedly left and was replaced by the Austrian sales and operations director, German-national Christian Härtnagel. Lidl continued to have ambitious investment plans in the United Kingdom, ultimately doubling the number of stores to 1,500. In the financial year of 2015, Lidl Great Britain’s revenue from its over 630 stores throughout Britain was £4.7 billion.