Lidl has opened its first store in New York City, which is also the company’s first leased location in an existing building chainwide. The store is located in the borough of Staten Island.
The new store is part of a major push Lidl has undertaken in the New York area. The company has been opening ground-up locations in the metro, including, recently, stores in Union and Hazlet, NJ. And, just a month ago, Lidl announced it had purchased the Best Market supermarket chain, with 27 stores stretching from New Jersey east through New York City into Long Island’s Nassau and Suffolk County. In the first phase of its development, the company focused on ground-up store builds in more rural and exurban markets but later amended its expansion plans to include leased locations in urbanized communities.
At the opening of the New York store, actually positioned as part of the Staten Island Mall, a company spokesperson told HomeWorld Business that Lidl had taken care to constitute the store in as close a layout as it could to a ground-up location, with six aisles of products and seven checkouts. The store leads with bakery and produce, as has been the case with the more than 50 locations the German retailer has opened in the U.S. over the past year and a half.
The spokesperson said Lidl chose the mall location to generate interest from the customer traffic on the way to visit the other retailers and the restaurants operating in the facility. As a new grocery banner and one that operates a format that has only started becoming familiar to consumers in the U.S., putting eyes on the store has significant advantages.
However, product quality and value are key to driving customer acquisition and retention, the spokesperson noted, and Lidl drives the proposition inherent in its assortment home with low every day, seasonal and occasional pricing in both grocery and general merchandise as conveyed through its prime circular marketing vehicle. As it begins drawing new customers through the doors, Lidl counts on word-of-mouth to entice progressively more consumers into trying its bright but low-frills, private label heavy store format.
On opening, deals at the Staten Island Lidl store included a $19.99 18.5-inch by 21.6-inch by 33.4-inch dining chair complementing a $39.99 47.2-inch by 29.5-inch by 29.1-inch dining table, $19.99 pendant lamps, a $39.99 ceramic heater, a $14.99 hand blender and a $24.99 30-piece stainless steel flatware set.