The antitrust body has analyzed, ex-officio, the impact of Lidl’s presence on the Romanian market, after the German retailer took over nearly 100 Plus stores from Tengelmann in 2010.
According to the antitrust body, Lidl’s sales of self-branded products became a priority for the retailer after entering the Romanian market. Also, Lidl places first among retailers with the largest sales of self-branded products, namely 80%. Private brand products are up to 20% cheaper than brand-name products.
Lidl is part of German group Lidl & Schwartz, which also operates in Romania hypermarket chain Kaufland.
The antitrust body also said the group Lidl & Schwartz had a market share of 25% – 50% in some areas in Romania in 2012.
In February 2010, Lidl & Schwartz announced it would take over from Tengelmann discount store chain Plus in Romania and Bulgaria, and in November 2010, the antitrust watchdog cleared the transaction.
According to an antitrust report, Lidl ranks third among large retailers by sales in 2012, behind Kaufland and Carrefour.
In 2011, Lidl Discount reported sales of RON1.67 billion (EUR396 million), which translates into an increase of at least 70% in national currency. Lidl currently has over 3,500 employees in its stores, regional distribution centers and central headquarters.