The Lidl story
Lidl's roots go back to a wholesale business in Heilbronn in the 1930s, led by Josef Schwarz. His son Dieter Schwarz opened the first Lidl discount store in Ludwigshafen in 1973. The chain expanded across Germany and then across Europe from the late 1980s, and entered the United States in 2017.
What makes Lidl powerful
Lidl combines low prices with a strong quality perception. It sells mostly own-label products alongside some brands, and its weekly offers and in-store bakeries draw customers. It has grown into one of the largest grocers in Europe.
Lidl today
Lidl is part of the Schwarz Group, based in Neckarsulm, which also owns Kaufland and is owned through a foundation structure. Lidl has set targets for sustainable sourcing and plastic reduction.
What comes next for Lidl
Lidl's road ahead is continued expansion in Europe and the United States and investment in digital services such as Lidl Plus.
Why Lidl ranks #61
Brand Positioning & Recall (76.0) and Consumer Trust & Sentiment (72.0) carry Lidl's Power Score of 68.92.
Digital Presence & Financial Soundness at 62.0. What would move it: Stronger digital engagement and clearer published financial reporting at brand level.
Pillar profile
Versus its nearest rivals
8 Retail brands are in the Europe 100. Lidl is #6 in its sector.
Questions people ask
What rank is Lidl in WCRC's Europe's Most Powerful 100 Brands 2026?
Lidl ranks #61 of 100 in Europe's Most Powerful 100 Brands 2026, with a WCRC Power Score of 68.92 out of 100.
When was Lidl founded and who founded it?
Lidl was founded in 1973 (first discount store). Founder(s): Josef Schwarz; developed by Dieter Schwarz.
What is Lidl's weakest area?
In the 2026 assessment, Lidl's lowest pillar is Sustainability, Governance & ESG at 62.0 out of 100.
Who leads Lidl today?
Kenneth McGrath, CEO of Lidl Stiftung & Co. KG. The brand is owned by Schwarz Group.
Where is Lidl headquartered?
Lidl is based in Neckarsulm, Germany. Its country of origin is Germany.
What is Lidl's revenue?
€140.2bn Lidl sales (FY2025, +6.1%); Schwarz Group €185.6bn, according to the company's published results.
What is a signature fact about Lidl?
Lidl operates around 13,000 stores in 32 countries.
Key facts
| Brand | Lidl |
|---|---|
| Company / owner | Schwarz Group |
| Headquarters | Neckarsulm, Germany |
| Founded | 1973 (first discount store) |
| Founder(s) | Josef Schwarz; developed by Dieter Schwarz |
| Leadership | Kenneth McGrath, CEO of Lidl Stiftung & Co. KG |
| Latest revenue | €140.2bn Lidl sales (FY2025, +6.1%); Schwarz Group €185.6bn Source |
| Sector | Retail |
| Country of origin | Germany |
| Signature fact | Lidl operates around 13,000 stores in 32 countries. |
| Official website | lidl.com |
Lidl is ranked #61 in WCRC's Europe's Most Powerful 100 Brands 2026 (Power Score 68.92).