Lidl announced that it has replaced U.S. CEO Brendan Proctor less than a year after its initial expansion into America. Proctor’s successor is Johannes Fieber, who most recently served as CEO of Lidl Sweden.
Although Lidl initially estimated it would open 100 stores by the end of 2018, the company currently has only 53 stores open in the U.S., according to its website. Several locations that were secured were abandoned, including many in the Greater Philadelphia market, where two stores (Middletown, DE and Vineland, NJ) are now open.
The company says it now has plans to open two stores in Philadelphia, plus three in the PA suburbs, and Lidl representatives are actively looking for more.
When Lidl first started securing locations in the U.S., it would only purchase sites and the stores were planned for 36,000 square feet. Now, after several internal staffing changes and disappointing openings, the company is preparing to open stores in the 15,000 – 25,000 square foot range, and they are open to leasing in certain markets.
Overall, Lidl operates more than 10,000 stores in 27 countries across Europe.