<p>10,000-store German discount retailer Lidl is exploring a U.S. market entry. </p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>Irish managers Kenneth McGrath and Kevin Proctor are investigating the feasibility of such a move which should be completed by the end of 2014, according to a report on Retail Week.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>The company has overtaken rival Aldi in Europe and is looking to other markets to secure long-term growth. Initially, Lidl will focus on the East Coast market, which would allow the retailer to diversify its portfolio and benefit from a more favorable U.S. market. Aside from Aldi and SuperValu’s Save-A-Lot there is no significant direct competitor in the limited-assortment grocery arena.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>Still, Aldi will have a clear advantage as it has been present in the U.S. market since 1976. Lidl will have to establish its product range, build a supplier base from scratch including product features, pack sizes, legal requirements, etc. In sum, the entry into the U.S. market will force Lidl to reinvent its proven European concept.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href="http://www.retail-week.com/international/international-analysis-lidl-embarks-on-quest-to-fulfil-american-dream/5050226.article" target="_new">Lidl Report</a></p><hr class="legacyRuler"><hr class="invisible minimal-padding">
