Germany's Lidl Eyes Sites for Supermarkets in Serbia

German discount chain Lidl is looking at 20 sites for possible stores in Serbia. Two supermarkets are to be built in Novi Sad and Valjevo, among other places, Balkan Insight has learned.

Under the name Lidl Serbia Supermarketi, Lidl registered in Serbia on December 22, 2010 with a start-up capital of 20,000 euros. Lidl already operates in neighbouring Croatia, Hungary and Bulgaria.

In May media reported that the chain would soon start operations in Novi Sad, where the company was reportedly interested in a site on Futog street.

Lidl discount stores usually cover 1,000 to 2,000 square metres, marketing goods at much cheaper prices than competitors.

With an emphasis on rock-bottom prices, the chain has the potential to do well in Serbia, where salaries are low.

Investments in aesthetic surroundings is minimal, and goods are piled high to ensure quick sales.

The largest retail chain in Serbia is Maxi, owned by Belgian group Delhaize, which bought the firm from Delta Maxi Group for 932.5 million euros in March.