Lidl (Lidl Stiftung & Co.KG) is a subsidiary of the holding company the Schwarz Gruppe. The Lidl company is a chain of discount supermarkets, and the company is privately held. The company is headquartered in Neckarsulm, Germany.
The company was founded in the 1930’s operating as a grocery wholesaler under the name Schwarz Unternehmens in Germany. The store name of Lidl came into being in 1973 with the grand opening of the first Lidl grocery store. Within a very short time, Lidl was a recognizable name throughout all of Germany.
As of 2013, there are 9800 Lidl locations worldwide, operating in 28 countries. The company employees 315,000 people. With planned expansion into the USA by 2015. Lidl UK launched a DVD rental service in 2009 along with the development of in-store bakeries in the UK Lidl locations. Lidl also offers online photo services at discount prices.
Lidl provides the top quality product at rock bottom prices and is the major competitor to the Aldi brand supermarkets. The company’s motto “ On the way to a better tomorrow reflects their commitment to their customers with the primary goal being customer satisfaction with outstanding value for the money.
Other brands owned by the company include FAIRGLOBE a supplier of inhouse products to the chain. Silvercrest, a video webcam manufacturer, is the latest venture of the Lidl corporation. Lidl is a privately owned company and operates under a board of directors.