Lidl names new head of US retail operations

By Mary Ellen Shoup

- Last updated on GMT

©GettyImages / typhoonsk
©GettyImages / typhoonsk

Related tags Lidl Private label

Lidl US has appointed Roman Heini as its new chairman of US operations, who will focus on supporting the expansion of retailer's US store footprint.

Lidl, a predominately private label retailer that operates about 10,500 stores in 29 countries, has expanded its US presence to more than 60 stores across nine states along the east coast US. Heini joined Lidl's senior

Roman Heini_Lidl
Lidl US Chairman, Roman Heini

management team in October 2018 after 18 years with Aldi. Heini will relocate to Lidl's US headquarters  in Arlington, Virginia, which opened in June 2015.

Effective March 1, 2019, Heini will work closely with the company's executive management team and Lidl US CEO, Johannes Fieber.

"Together, the team will continue to focus on supporting and optimizing Lidl’s U.S. store operations, its Best Market integration in New York and New Jersey, and the grocer’s ongoing expansion into new markets along the East Coast,"​ the retailer said. 

“Roman’s decision to relocate to our Arlington headquarters with this appointment underscores Lidl’s commitment to the US and is a major step forward in positioning us for dynamic growth,”​ Fieber said. “I look forward to welcoming Roman to the US and driving Lidl’s success together.”

US store expansion


Since entering the US market and opening its first stores in June 2017, Lidl has not hit its original target of 100 stores​by mid-2018. Its most recent expansion was the acquisition of 27 Best Market stores in New York and New Jersey, which it plans to rebrand as Lidl this year. 

Where Lidl has been able to set up shop, however, it has had an impact on competitors. According to a study by digital marketing specialist Catalina​, nearby stores experienced the sharpest sales declines across three departments in particular: produce, beer, and wine.

However, neighboring stores' sales of shelf stable grocery and general merchandise categories, which typically account for 40% of store sales, were not impacted meaningfully by the arrival of Lidl. 

However, Catalina noted a cool down of the 'Lidl effect' on nearby stores in the third month after a Lidl store opened. 

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