Lidl: A Swabian family-owned business with viral It pieces
From Neckarsulm to New York: how a discount supermarket became a phenomenon with its low prices and iconic collections.
Helen Sibum ,
16.06.2026 
Lidl and the “Fifth Avenue Committee” are by no means obvious bedfellows. On the one hand, we have a no-frills discount supermarket, owned by a man who is probably the richest person in Germany. And on the other we have a neighbourhood initiative that advocates for more social justice in New York City. There, on the corner of Fifth Avenue and Baltic Street, the paths of the two met: in 2025, a branch of Lidl opened there after local residents had fought for years to have an affordable grocery store in their neighbourhood. The initiative celebrated the opening as a “major victory”. Learn some other surprising facts about Lidl here.
How big is Lidl?
By its own account, Lidl has around 12,900 supermarkets in 32 countries. Roughly 3,250 of its stores are in Germany, with the rest scattered across other European countries. The US is the only non-European market in which Lidl is active – unlike its rival Aldi, which also runs stores in China and Australia.
Who’s behind Lidl?
The company Lidl & Schwarz KG was established in Neckarsulm in the German state of Baden-Württemberg in 1930. The company is still headquartered there to this day. For decades, the family-owned business was run by Dieter Schwarz, the founder’s son. Now 86 years old, Schwarz owns the Schwarz Group, to which Lidl belongs. In the Forbes list for 2026, his net worth is estimated at 58 billion euros, making him the richest German.
How active is Lidl in the US?
Lidl entered the US market in 2017. These days, the company has nearly 200 stores there, mainly on the East Coast. This puts it a long way behind its competitor Aldi, which has been in the US for much longer and has more than 2,600 stores. Though Lidl got off to a bumpy start in the US, the steep rises in food prices are one reason why German discount supermarkets have become attractive to many people recently.
Much like Aldi, Lidl is sometimes seen as “iconic” - why?
Low prices, lots of own brands: this discount supermarket strategy plugs a gap in countries like the USA. What is more, Lidl has brought out a number of iconic articles in recent years: working with designer collective Nik Bentel Studio, Lidl produced a croissant handbag in 2024 - in a nod to the 49 cent croissant, which is particularly popular in the US. In 2025, they followed it up with an “Eau de Croissant” perfume. A handbag shaped like a shopping trolley was released in 2026.
