Lidl Hellas is accelerating the development of its network in Greece, setting in motion investments of 200 million for the next two years and expanding its presence both in Attica and in island areas, at a time when Greek products worth more than 600 million are channeled abroad annually through the group's European network.
The chain is adding four new stores to its network, in Haidari, Halandri, Victoria Square and Paros, while in 2027 it plans to establish a presence in Naxos as well, according to the CEO and chairman of the management of Lidl Hellas, Miltos Forozidis.
Part of the new capital is also being directed to the existing network. The company renovates more than 50 stores every year, while it employs approximately 7,000 workers.
The expansion to Paros and Naxos in particular strengthens Lidl's footprint in the Cyclades, adding new markets to its network beyond the major urban centers.
Mr. Forozidis, speaking to journalists on the sidelines of the inauguration of Lidl House Athens, also stated that Lidl is in second place in the Greek supermarket market, without speaking about a specific share. According to him, the market is moving upward, with the company expecting a further strengthening of consumption during the Christmas period.
He said that Lidl is absorbing increases recorded both in operating costs and in products, while 60%-70% of the products it distributes in Greece are of Greek origin.
According to Mr. Forozidis, the value of Greek products exported through the group's network exceeds 600 million annually. As he said, last year more than 7,000 trucks departed from Greece carrying fresh fruits and vegetables to 19 countries.
At the same time as the investments in the store network, Lidl is attempting a different opening in the center of Athens. Lidl House Athens, which was inaugurated in the Arsakeiou Arcade, is a 670 sq m space that does not operate as yet another retail point, but as a space dedicated to gastronomy, nutrition and sustainability.
This choice differentiates the venture from the company's core business model. Instead of a store with shelves and checkouts, Lidl House has been designed around a program of activities that seeks to bring the public into contact with food, raw materials and modern nutrition trends.
At the center is Greek gastronomy and its connection with the origin of products, seasonality and raw materials.
The venue's program will include cooking workshops and masterclasses, as well as wine tastings and thematic discussions around nutrition. The activities will be open to the public and participation will be free, with prior registration through the Lidl House Athens website.