Lidl has grown much faster than the two Aldi chains in recent years.
Dusseldorf The attack on Aldi almost failed because of the wrong name. But entrepreneur Dieter Schwarz realized in good time that it would not have been a recipe for success to call his discount chain, which he started in 1973 with the first store in Ludwigshafen, “Schwarzmarkt”.
He chose the name Lidl, which was already part of his father’s company. The fact that he could not take this name for legal reasons did not stop Schwarz. Without further ado, he bought the rights to the name from the retired vocational school teacher Ludwig Lidl for 1000 Deutschmarks.
At first, the resourceful entrepreneur copied a few things from the Albrecht brothers and their pioneering Aldi concept. But he soon developed his own ideas. Today, the discount competitors no longer underestimate him. Because the 83-year-old, whose group also includes Kaufland, has some secrets of success that Aldi are now afraid of.
1. Learn and develop from Aldi
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