Abstract
Lidl Stiftung and Co. KG is a German global discount supermarket chain founded in 1930 and based in Germany. The company operates over 10,000 stores across Europe - 1,500 in France - and expanded to the United States in 2017. Lidl takes part of hard-discount banners and relies on a minimalist concept to reduce costs and offer products at very low prices. The hard-discount model is as following: only 1,500 private label products sold at very low prices thanks to a lot of rotations. According to the audit company Deloitte, Lidl is the seventh largest distributor in the world, with sales estimated at $ 87.8 billion in 2011.
