Lidl Opens First Store in Germany Focused Solely on Non-Food Products

In Lottstetten, Baden-Württemberg, Lidl is launching a pilot project: a store entirely without food. Instead of vegetables, sausages, or bread, customers will find tools, clothing, and cosmetics – with a clear retail strategy behind it.

A Lidl Store Without Groceries

Lidl is taking a bold step in Germany: With its new “Home & Living” store, the discount retailer is introducing a pure non-food concept for the first time. The new branch offers household goods, sporting equipment, home textiles, clothing, toys, electronics, and cosmetics – but no groceries. It’s located directly across from a traditional Lidl supermarket, and both locations are meant to complement each other.

Private Labels and Themed Sections

With this move, Lidl Germany aims to compete more directly with non-food retailers such as Action, Woolworth, and Tedi. Well-known Lidl private labels like “Parkside,” “Silvercrest,” and “Esmara” feature prominently. The products are arranged by themes like DIY, kitchen, and leisure. A modern signage system is designed to improve the shopping experience and navigation.

Strategic Test Phase

The concept was first piloted at Lidl’s headquarters in Neckarsulm (Germany), and is now being tested in a full-scale store in Lottstetten. The location spans around 64 shelving meters. If successful, the non-food-only format could be expanded to other regions across Germany. For Lidl, this marks a strategic effort to expand its presence in the growing market for affordable home and lifestyle products.

Image by Marjan Blan via pexels.