LIDL

Company: Lidl Stiftung & Co KG

Brand value: US$8,619 million

Change since 2019: 1%

Headquarter city: Neckarsulm

Category: Retail

Year formed: 1973

Lidl is a world leader in discount grocery and operates more than 10,000 supermarkets in more than 30 countries. Offering a broad range of products in its stores, Lidl aims to be the leader in terms of price and quality. Lidl’s brand promise “Lidl lohnt sich” (Lidl pays off) reflects the importance of price to its offering, but Lidl is also highly responsive to new consumer trends. It has introduced an extensive range of organic foods and has recently been expanding its selection of vegan items. The Lidl range also includes an extensive and frequently changing assortment of non-food items. Lidl is a major investor in advertising in Germany, sponsoring several sporting events, including the European Handball Championships.