What Lidl Bulgaria does

Lidl Bulgaria (Лидл България ЕООД ЕНД КО КД, EIK 131071587) is the Bulgarian operating subsidiary of Lidl, itself part of the German Schwarz Gruppe. Founded in Bulgaria in 2010, it runs a discount food and consumer-goods retail chain across 136 stores in 58 Bulgarian cities, supported by two logistics centers (Ravno Pole near Sofia and Kabile near Yambol) and central offices in Sofia and Varna. The company employs over 4,000 people and operates a 'smart discounter' model offering food and household goods at competitive prices, complemented by the Lidl Plus customer loyalty mobile application for personalized offers and digital coupons.

Technology assets include the Lidl Plus mobile app (iOS and Android), a centralized online career portal (jobs.lidl.bg) built on SAP SuccessFactors, and integrations with Facebook Pixel for marketing analytics and Bing Maps for store-location functionality. Recruitment and onboarding are administered jointly with Lidl Stiftung & Co. KG (Germany), with GDPR-compliant data processing. Youth and talent-development offerings include Practical, Internship (800 EUR/month), Trainee (12-18 months), and Career UP programs in partnership with Foundation for Business Education, Sofia University, UNSS, and others.

The business model is direct-to-consumer retail: revenue is generated through in-store sales of food and consumer goods across the 136-store footprint. Beyond retail operations, Lidl Bulgaria invests heavily in employer branding, evidenced by 7 consecutive years of Top Employer certification (11.7% above European retail-sector average), Investors in People Gold Medal, and over 14 regional and global workplace/ESG awards between 2020 and 2026. Go-to-market is wholly domestic (single-country Bulgaria) with no disclosed export or B2B revenue streams; expansion is supported by parent-group capital rather than external funding.

Name

Lidl Bulgaria

Legal name

Лидл България ЕООД ЕНД КО КД

Website

https://jobs.lidl.bg

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lidl Bulgaria operates a 136-store discount grocery chain across 58 Bulgarian cities, employing over 4,000 people as a subsidiary of Germany's Schwarz Gruppe. It serves Bulgarian consumers through physical retail, the Lidl Plus loyalty app, and structured youth talent programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Food Retail Operations: Lidl Bulgaria operates as a discount food retailer chain, generating revenue through the sale of food and consumer goods across its 136 retail stores in 58 Bulgarian cities.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Lidl Bulgaria operates a discount food retail chain with 136 stores across 58 cities in Bulgaria, employing over 4,000 staff. The company sells groceries and consumer goods at competitive prices through its store network, supported by two logistics centers and offices in Sofia and Varna. Customers also access the Lidl Plus mobile loyalty application for personalized offers and digital coupons.

Product overview

Lidl Bulgaria operates a retail grocery chain (part of German Schwarz Gruppe) with 136 stores across 58 cities and over 4,000 employees as of 2025. The company's technology offerings include an online career portal for recruitment (jobs.lidl.bg), the Lidl Plus mobile loyalty application, and various youth development programs (Practical, Internship, and Trainee programs). The career portal is built on SuccessFactors and enables end-to-end candidate management including job searching, applications, and profile management.

Differentiator

Problem solved

Functional benefit

Brands

• Lidl Plus: Customer loyalty app offering discounts and special offers
• Career UP

Products and services

• Lidl Plus Mobile Application Lidl's customer loyalty mobile application offering personalized offers, digital coupons, and shopping convenience for Bulgarian consumers shopping at Lidl stores.

Quantifiable outcome

• 75% of store managers are internally promoted
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

13 partnerships are on record, tiered minor and core.

• CT Team OODminorImplementation/ SI/ Consulting PartnerRecruitment agency conducting background checks including social media checks, commercial register checks, diploma verification, and previous employer reference checks during hiring process.
• AON Assessment GmbHminorImplementation/ SI/ Consulting PartnerAssessment services provider used during the recruitment process for candidate evaluation.
• Foundation for Business Education (FBO)coreStrategic or Co-development PartnerStrategic partner for Career UP program - career orientation initiative for students and parents. FBO provides certified career consultants and expertise for the program.
• UNSS (University of National and World Economy)coreStrategic or Co-development PartnerPartnership for career events, talent attraction, and Academy for Diversity, Equality and Inclusion. Donated 220 books to UNSS library.
• Arete Youth FoundationcoreStrategic or Co-development PartnerPartnership supporting Roma youth education through scholarships and role model programs. Lidl provides funding and support for scholarship recipients.
• Council of Women in Business in Bulgaria (CWSBB)coreStrategic or Co-development PartnerCo-organizer of Academy for Diversity, Equality and Inclusion with Sofia University. Lidl provides sponsorship and support for the program.
• Sofia University "St. Kliment Ohridski"coreStrategic or Co-development PartnerAcademic partner for Academy for Diversity, Equality and Inclusion program. Provides certification for participants.
• National Association for Foster CareminorStrategic or Co-development PartnerPartnership for supporting young people from foster families with career guidance and internship opportunities.
• Foundation "Podari Vreme"minorStrategic or Co-development PartnerGeneral sponsor of 'School for Work' initiative helping youth without parental care start their careers.
• JobTigerminorChannel Partner/ Reseller/ DistributorCareer event organizer for National Career Days where Lidl participates as exhibitor.
• AIESEC BulgariaminorStrategic or Co-development PartnerPartner for Youth Speak Forum and 'Business in Action' initiatives connecting youth with companies.
• Junior Achievement BulgariaminorStrategic or Co-development PartnerPartner for 'Manager for a Day' initiative introducing students to management roles.
• Tuk-TamminorChannel Partner/ Reseller/ DistributorOrganizer of Koshher career forum where Lidl participates as exhibitor.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Billa Bulgaria: Major supermarket competitor in Bulgaria, owned by REWE Group, offering discount and standard grocery formats. Competes directly with Lidl for Bulgarian grocery shoppers.
• METRO Bulgaria: Cash & carry and food service distribution operator serving both HoReCa and retail customers in Bulgaria. Overlaps with Lidl's wholesale and B2B grocery offerings.
• Fantastico: Largest Bulgarian-owned supermarket chain, with extensive store footprint and loyalty programs. Directly competes with Lidl in food retail across multiple Bulgarian cities.
• Carrefour Bulgaria (CBA / CBA Market): Bulgarian grocery retail chain with significant footprint. Competes with Lidl on everyday essentials and convenience positioning.
• Kaufland Bulgaria: Direct competitor — German discount supermarket chain operating across Bulgaria with similar store footprint, discount positioning, and target customer base. Both are owned by German parent groups (Schwarz and Schwarz's rival).
• Penny Market (REWE Group): Discount grocery chain operated by REWE Group in Bulgaria. Directly competes with Lidl on price and assortment in the discount segment.
• T Market: Bulgarian discount supermarket chain with comparable pricing strategy and store formats targeting value-conscious grocery shoppers.

Others

• Eurotrade / Office 1 Super Store: Major Bulgarian retail group operating in adjacent categories. Useful adjacent peer for Bulgarian retail market dynamics and consumer spending patterns.

Broad incumbents

• Aldi (Lidl & Aldi Group): Global discount grocery leader operating across Europe. Closest strategic peer to Lidl at parent group level, though Aldi does not operate in Bulgaria directly. Useful comparable for European discount grocery economics.

Emerging players

• Picard Bulgaria: French frozen food specialist with limited Bulgarian footprint. Overlaps with Lidl's frozen and specialty food assortment but in a narrower category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/lidlbg
• YouTubeyoutube.com/@LidlBulgaria
• Facebookfacebook.com/lidlbulgaria
• LinkedInlinkedin.com/company/lidlbulgaria
• Instagraminstagram.com/lidlbg

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lidl Bulgaria