Since establishing a U.S. headquarters in June 2015, Lidl has launched nearly 200 locations along the East Coast. - PROVIDED BY LIDL
Since establishing a U.S. headquarters in June 2015, Lidl has launched nearly 200 locations along the East Coast. - PROVIDED BY LIDL
Kimberly Redmond//July 20, 2023//
Discount grocer Lidl is closing nearly a dozen underperforming locations across the U.S., including two in New Jersey.
The Arlington, Va.-based chain shuttered its stores in Howell (4250 Route 9) and Burlington Township (1801 Mount Holly Road) on July 16.
According to Winsight Grocery Business, Lidl also shut nine other supermarkets this month in North Carolina, South Carolina, Virginia, Maryland and Pennsylvania, some of which had been open less than two years. Lidl’s stores in Howell and Burlington Township both opened in 2020.
A spokesperson for the company told the trade publication, “These were underperforming locations and we made the strategic decision to close these stores so we can focus on the locations that are closer and more convenient to more of our customers and where we are seeing significant growth.”
The representative also said that the chain is offering positions at nearby Lidl stores to impacted employees and is “working closely with them on the transition.”
Within New Jersey, Lidl still has nearly two dozen stores remaining, including ones in Bergenfield, Park Ridge, Elmwood Park, Weehawken, Belleville, Pompton Lakes, Bayonne, Union, Garwood, Woodbridge, Hazlet, North Brunswick and Eatontown. It also has plans to open new locations in Freehold, East Brunswick and Scotch Plains, according to The Asbury Park Press.
It is not clear if any other Lidl stores in New Jersey are slated for closure, and a media representative did not immediately respond to a request for comment.
While Lidl is a household name in Europe, the German-born brand has struggled to gain traction in the U.S. since its arrival in 2017 because shoppers are unfamiliar with the retailer. It’s also up against fellow German supermarket company Aldi, which has been operating in the U.S. since 1976 and has more than 2,300 stores nationwide. By comparison, Lidl has only about 170 locations in nine states and Washington, D.C.
The spate of closures this month follows Lidl’s decision in February to lay off about 200 employees, mainly at its U.S. headquarters.