What LIDL Serbia does

Lidl Srbija KD is a privately-held discount supermarket chain operating in Serbia as a wholly-owned subsidiary of Schwarz-Gruppe, the German retail conglomerate that also owns Kaufland. The company registered its first Serbian employee in 2010, built a smart-building headquarters and a 45,000 m² logistics center in Nova Pazova (opened 2017 and June 2018 respectively), and formally entered the Serbian retail market in October 2018 with 16 stores across 12 cities. It now operates more than 70 physical stores nationwide, supported by two logistics centers (Nova Pazova and Lapovo) with 30,000 pallet positions, 120 loading ramps, and 5 temperature zones including a dedicated chocolate compartment.

The company sells a curated assortment spanning fresh produce, meat, dairy, bakery, frozen foods, beverages, household goods, kitchenware, tools, garden equipment, sports gear, home furnishings, fashion, baby products, and toys, drawing on 800+ local Serbian suppliers and a multi-brand private-label portfolio (Parkside, Silvercrest, Cien, Lupilu, W5, Bellarom, Pilos, Royal, Dolce Vita). Distribution is omnichannel: physical discount-format stores serve as the primary revenue channel, complemented by the lidl.rs e-commerce site, the Lidl Plus mobile loyalty application with digital coupons and digital receipts, and a Click & Pick online ordering and in-store pickup service.

The revenue model is a classic high-volume, low-margin discount retail model operating on everyday-low-price positioning. Lidl Srbija has been recognized for 12 consecutive months as Serbia's most affordable weekly shopping basket. Marketing spans TV/radio, weekly print and digital flyers, email newsletters, social media (Facebook, YouTube, Instagram, LinkedIn), in-store promotions, and CSR partnerships (Red Cross of Serbia, Coca-Cola, WWF). The workforce of approximately 3,200-3,500 employees is structured across HR, IT, Marketing, and Regional Sales functions, with Top Employer Serbia 2023, Top Employer Europe 2023, and Poslodavac Partner certifications validating HR practices.

Name

LIDL Serbia

Legal name

Lidl Srbija KD

Website

https://lidl.rs

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lidl Srbija is a privately-held discount supermarket chain in Serbia, operating 70+ stores nationwide as a subsidiary of Germany's Schwarz-Gruppe. It serves mass-market Serbian consumers with food, beverages, household goods, and non-food items at everyday-low prices, supported by an omnichannel platform spanning physical stores, lidl.rs e-commerce, and the Lidl Plus loyalty app.

Ownership category

akta.pro rank

Headquarters

HQ city

Nova Pazova

HQ country

Serbia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Sales: Revenue generated through direct retail sales of food, beverages, household goods, electronics, clothing and other consumer products across physical store locations and online platform. The company operates on a discount retail model focusing on high volume, low margin sales.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Lidl Serbia operates a network of over 70 discount supermarkets across Serbia, selling fresh foods (produce, meat, dairy, bakery), beverages, packaged groceries, and non-food general merchandise (household goods, clothing, sports, electronics, garden tools). The company pursues a high-volume, low-margin discount retail model, complemented by an e-commerce platform (lidl.rs), the Lidl Plus mobile loyalty application, and a Click & Pick online ordering service, with products distributed from two central logistics centers in Nova Pazova and Lapovo.

Product overview

Lidl Serbia operates as a discount retail chain offering a unified in-store and online shopping experience. The product portfolio centers on the lidl.rs e-commerce platform for browsing promotions and store information, complemented by the Lidl Plus mobile loyalty application for digital coupons and personalized offers. Additional digital services include Click & Pick online ordering, digital receipts, an online promotional flyer, email newsletter subscription, and a recipe website (recepti.lidl.rs). The company also maintains internal employee tools including the We are Lidl app and Lidl na dlanu intranet portal. Core retail operations span food/beverage and non-food categories (household, tools, sports, fashion, baby products). The corporate web presence includes separate portals for company information (kompanija.lidl.rs), careers (karijera.lidl.rs), and real estate (realestate-lidl.rs).

Differentiator

Problem solved

Functional benefit

Brands

• Lidl Plus: Loyalty application and digital services platform
• We Are Lidl
• Parkside
• Silvercrest
• Cien
• Lupilu
• W5
• Dolce Vita
• Pilos
• Bellarom
• Royal

Products and services

• Lidl Plus Loyalty Program Mobile loyalty application offering registered customers digital coupons, personalized promotional offers, digital receipts, and access to Click & Pick ordering services. Targeted at Serbian consumers shopping at Lidl stores.
• Click & Pick Online Ordering Online ordering service that lets customers place orders through the Lidl platform and collect them at a chosen Lidl store, providing convenience for Serbian shoppers who prefer to collect rather than have goods delivered.
• Lidl Gift Card (Poklon kartica) Physical gift cards sold in various denominations at Lidl stores for use as a payment method for purchases across the Lidl retail chain in Serbia.
• Food and Beverage Assortment Core retail assortment of fresh produce, meat, fish and seafood, dairy and eggs, bakery items, pantry staples, oils, spices, sauces, ready meals, cereals and spreads, frozen foods, sweets and snacks, beverages, coffee/tea/cocoa, wine/beer/spirits, health and beauty, pet supplies, household, and flowers and plants. Sold through Lidl's physical discount stores and online platform to Serbian consumers.
• Non-Food General Merchandise Non-food retail categories spanning kitchen and household goods, tools and garden equipment (including Parkside power tools), sports and leisure, home furnishings and multimedia, fashion and accessories (children's, women's, men's clothing), and baby/child products and toys. Sold through Lidl's physical discount stores and online platform to Serbian consumers.

Quantifiable outcome

• Consumer basket savings recognized for 12 consecutive months as the most affordable weekly shopping basket in Serbia.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• Red Cross of Serbia (Crveni Krst Srbije)minorStrategic or Co-development Partner · 1 January 2024Lidl partnered with Red Cross of Serbia to organize a food donation campaign called 'Mala dela su velika stvar' (Small deeds are great things). Consumers collected a total of 10 tons of food for those in need, and Lidl equipped 10 public kitchens as a token of appreciation for consumer contributions.
• Coca-ColaminorGTM or Marketing Partner · 1 January 2024Lidl Serbia partnered with Coca-Cola for a prize game promotion called 'Sakupljaj i osvoji' (Collect and Win). The promotion offers consumers the chance to win prizes by collecting and participating.
• WWFminorStrategic or Co-development PartnerLidl partners with WWF as part of its sustainability initiative 'Dobro za planetu' (Good for the planet), focusing on environmental protection and responsible business practices.

Scale indicators8 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• IDEA (Mercator-Serbia): Major Serbian supermarket chain with national presence, competing in everyday grocery and household goods. Direct head-to-head competitor in price-sensitive baskets.
• Spar Serbia: International grocery brand operating in Serbia through franchise/partner model, comparable on assortment breadth, store format, and target consumer.
• Univerexport: Serbian retail chain with both supermarkets and convenience formats, directly overlapping Lidl on everyday grocery, household, and non-food categories.
• Tempo (VGP): Serbian retail chain with hypermarket and convenience formats, overlapping with Lidl on grocery and household assortment at value-oriented price points.
• DIS: Serbian discount retail chain positioned similarly to Lidl on value pricing, with overlapping product categories and store-format strategy.
• Gomex: Serbian regional supermarket chain with strong presence in Vojvodina, competing for the same value-conscious grocery shopper that Lidl targets.
• Maxi (Delhaize Serbia): Leading Serbian supermarket chain owned by Ahold Delhaize, competing directly in grocery retail across Serbia with similar product breadth and store footprint.
• Penny Market Serbia (Rewe Group): Rewe Group's discount banner active in Serbia, the most direct European hard-discount peer to Lidl in the same Serbian market and customer segment.
• Kaufland Serbia: Sister company of Lidl Serbia under Schwarz Group, operating hypermarkets in Serbia with overlapping grocery and non-food assortment. Most direct comparable in geography, format, and shared back-office capabilities.

Broad incumbents

• Aldi: European hard-discount leader not yet present in Serbia; a potential future entrant that would directly contest Lidl's value positioning and could compress unit economics for new openings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/lidlsrbija
• Facebookfacebook.com/lidlsrbija
• LinkedInlinkedin.com/company/lidl-srbija-kd
• Instagraminstagram.com/lidlsrbija

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Serbia