Move over Coles, Woolworths, IGA, Aldi and Costco: fast growing discount German supermarket chain Lidl is planning to enter the Australian grocery market.
Lidl, ranked by Deloitte as the fourth-biggest retailer in the world with nearly $US100 billion ($128bn) in annual sales, has applied to trademarks registry IP Australia for trademarks covering supermarket products.
The Australian repors that Lidl is seeking to protect trademarks covering meat, dairy, fruit and vegetable products as well as cooking equipment, alcohol, stationery, furniture, paints, laundry. cleaning liquids, tools, camping equipment, household utensils, clothing, coffee, pastry and jams.
According to the newspaper, Lidl has also been in contact with logistics suppliers.
Crowned this week as Grocer of the Year in the UK, Lidl has a simple down to earth four word slogan: Where quality is cheaper.
Lidl’s entry into Australia will force the other supermarket chains to drop their prices much in the same way that Aldi forced Coles and Woolworths to change their business models.