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German discount supermarket chain Lidl is rethinking its expansion strategy in the U.S. after a slow start, according to Reuters. The retailer now plans to focus on small stores instead of bigger boxes.
Lidl opened its first U.S. stores in June, with plans to roll out 100 by year-end, but has so far opened only about 50. Several planned projects in New Jersey, Pennsylvania, Ohio and Virginia have been put on ice.
The chain faces tough competition from Aldi and Walmart Neighborhood Markets, and it may also have had trouble securing ideal sites, observers say.
Lidl operates 10,000 stores across 27 countries in Europe.
By Brannon Boswell
Executive Editor, Commerce + Communities Today
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