What Lidl Latvija does

Lidl Latvija SIA is the Latvian operating subsidiary of Schwarz Gruppe, the German family-controlled retail conglomerate that also owns Kaufland. The company operates a discount retail chain across Latvia, selling food, beverages, household goods, private-label non-food items, and seasonal categories (clothing, tools, garden, sports) through a network of physical stores. Its registered headquarters is located at Dzelzavas iela 131, Riga, and it employs between 1,001 and 5,000 people.

The business operates on an everyday-low-price model ('super cenas ir ikdiena') complemented by weekly promotional brochures, a digital loyalty program (Lidl Plus) available via iOS, Android, and Huawei apps, and a customer-feedback program (Pircēju balss). The technology stack centers on the Lidl Plus app for personalized coupons (Kupons Plus), digital receipts, in-app payments (Lidl Pay), and partner offers, with map integrations spanning Bing, Google, Apple, and Huawei Maps for store locator functionality. Private-label brands such as LUPILU, ORLANDO, BELLOSAN, COSHIDA, SILVERCREST, ESMARA, PARKSIDE, and LIVARNO form a major merchandising pillar, alongside a recipe portal (Receptes.lidl.lv) and EV-charging service at select store locations.

Lidl Latvija is a privately held, wholly-owned subsidiary with no public shareholders or external equity investors. Revenue is generated through direct point-of-sale transactions in physical stores and on the lidl.lv e-commerce platform. Centralized procurement, IT, and loyalty-program infrastructure are provided by Schwarz Beschaffung GmbH and Lidl Stiftung & Co. KG (Neckarsulm, Germany), while local operations are handled under Latvian jurisdiction (SIA). The company reports minimal operational disruption from Latvia's alcohol-sales time restrictions and has held Top Employer Latvija and Top Employer Europe certifications for 2026.

Name

Lidl Latvija

Legal name

Lidl Latvija SIA

Website

https://lidl.lv

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lidl Latvija SIA operates a discount retail chain across Latvia as a wholly-owned subsidiary of Germany's Schwarz Gruppe, selling food, beverages, household goods, and private-label non-food items through physical stores, lidl.lv e-commerce, and the Lidl Plus loyalty app.

Ownership category

akta.pro rank

Product category

Discount Grocery Retail

NAICS

Grocery and Convenience Retailers (4451)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Hard Discount Private-Label-Led Discounters (CRAEAIAD)

Keywords

• Discount grocery retail
• Private label brands
• Supermarket store network
• Food and beverage retailing
• Retail loyalty program

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Lidl Latvija generates revenue through direct retail sales of food, beverages, and consumer goods across its physical store network in Latvia. Revenue is generated through one-time customer transactions at point of sale, both in physical stores and through the lidl.lv e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Lidl Latvija SIA operates a network of discount self-service retail stores across Latvia selling food, beverages, fresh produce, in-store bakery goods, household and kitchen goods, clothing, tools and garden equipment, sports gear, and baby/pet products. Revenue comes from one-time point-of-sale transactions on a mix of Lidl private-label brands (LUPILU, PARKSIDE, SILVERCREST, ESMARA, LIVARNO, VITASIA, ALESTO, ORLANDO, BELLOSAN, COSHIDA, LIDL ZIEDI) and third-party brands, priced on an everyday-low-price model with weekly promotions. A digital layer (lidl.lv, weekly brochures, and the Lidl Plus app with Lidl Pay and digital coupons) supports store traffic rather than replacing it.

Product overview

Lidl Latvija operates a network of retail stores combined with a digital ecosystem. The core offering consists of physical supermarket retail across food, household, clothing, tools, sports, and baby product categories. The digital portfolio centers on the Lidl Plus loyalty program mobile app (available for iOS, Android, and Huawei), which provides personalized discounts, digital receipts, exclusive coupons (Kupons Plus), and partner offers. Additional digital services include gift cards (Lidl dāvanu kartes), electric vehicle charging at store locations, online promotional brochures, and the recipe portal Receptes.lidl.lv. The company maintains an extensive private label portfolio including LUPILU (baby/infant products), ORLANDO/BELLOSAN/COSHIDA (pet food), LIDL ZIEDI (fresh flowers/plants), VITASIA (Asian cuisine), ALESTO, SILVERCREST (tools/kitchen), ESMARA (clothing), PARKSIDE (tools/garden), and LIVARNO (baby/household). Third-party brands like VILEDA are also carried. The customer engagement program Pircēju balss allows shoppers to review products and win gift cards.

Differentiator

Problem solved

Functional benefit

Brands

• Lidl Plus: Digital loyalty program offering exclusive discounts, digital receipts, and personalized offers through the Lidl app
• Lupilu
• Orlando
• Bellosan
• Coshida
• Lidl Ziedi
• Lupilu

Products and services

• Lidl Discount Retail Stores Network of self-service discount stores across Latvia carrying food and beverages, fruit and vegetables, meat and poultry, dairy and eggs, frozen food, sweets and snacks, kitchen and household goods, tools and garden equipment, sports and leisure items, home goods, apparel and accessories, and baby/children's products. Aimed at mass-market Latvian consumers doing weekly grocery and household shopping.
• Lidl Plus Digital loyalty program delivered through the Lidl mobile app (iOS, Android, Huawei) providing personalized discounts and coupons (Kupons Plus), digital receipts, purchase history, partner offers, store locator with map integration, and in-app payment via Lidl Pay. Free to join for individual shoppers.
• Lidl dāvanu kartes (Gift Cards) Prepaid gift cards redeemable in Lidl stores, sold to both private individuals and legal entities, with a 30 EUR denomination referenced on the site.
• Elektroauto uzlāde (Electric Vehicle Charging) Electric vehicle charging service available to customers at selected Lidl store locations in Latvia.
• Lidl maiznīca (In-store Bakery) In-store bake-off bakery counter offering bread and bakery goods produced on site; recognized with a Best Buy Award for bakery products (Maizes izstrādājumi) in Latvia.
• LUPILU Private-label baby and infant line covering organic-certified baby food, hygiene products, diapers, and children's clothing for ages 2–8, supported by the Lupilu māmiņu klubs (mothers' club) program.
• ORLANDO Private-label premium dog food line spanning dry food, wet food, treats, and chewable snacks for pet-owning households.
• BELLOSAN Private-label dog food line of balanced dry food and gourmet canned food positioned around canine nutrition and wellbeing.
• COSHIDA Private-label cat food line with nutrient-enriched wet and dry food and treats for cat owners.
• LIDL ZIEDI Own-brand fresh flower and potted plant assortment sold daily in stores, with the selection replenished several times a week for celebrations, gifting, and home decoration.
• VITASIA Private-label Asian cuisine range of foods and ingredients (e.g. gyoza dumplings, chili and ginger seasonings) sold through themed weekly promotional weeks.
• ALESTO Private-label food brand promoted as a featured range on the Lidl Latvija homepage and dedicated category page.
• SILVERCREST Private-label non-food brand for kitchen appliances, cookware, and household equipment offered through the weekly non-food promotional cycle.
• ESMARA Private-label apparel and accessories brand covering women's and men's clothing, sold through rotating weekly non-food offers.
• PARKSIDE Private-label tools and garden brand covering garden machinery, workshop accessories, cordless tools, power tools, and storage systems for DIY and home-improvement shoppers.
• LIVARNO Private-label home and living brand covering household and children's room furniture, shelving, and storage solutions featured in weekly non-food brochures.

Segments1 record

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Schwarz GroupcoreOthersLidl Latvija is the Latvian subsidiary of Schwarz Group, one of Europe's largest retail groups. Schwarz Group encompasses Lidl and Kaufland retail chains and provides centralized procurement, technology, and operational support.
• Schwarz Beschaffung GmbHcoreTechnology or IntegrationSchwarz Beschaffung GmbH handles procurement and supply chain operations within the Schwarz Group, providing centralized purchasing for Lidl stores.
• Lidl Stiftung & Co. KGcoreTechnology or IntegrationLidl Stiftung & Co. KG, based in Neckarsulm, Germany, operates the Lidl Plus loyalty program and app infrastructure. The company is jointly responsible for data processing related to Lidl services with Lidl Latvija.
• Meta Platforms Ireland Limited (Facebook, Instagram)minorGTM or Marketing PartnerMeta provides social media advertising and Facebook Custom Audience integration for targeted marketing. Data processing under joint controller arrangements per GDPR Article 26.
• AWIN AGminorGTM or Marketing PartnerAWIN AG provides affiliate marketing services as part of Lidl's self-advertising network, operating under joint controller arrangements.
• Kelkoo Deutschland GmbHminorGTM or Marketing PartnerKelkoo provides price comparison and marketing services as part of Lidl's advertising network, operating under joint controller arrangements.
• TikTok Information Technologies UK LimitedminorGTM or Marketing PartnerTikTok provides social media advertising services for Lidl's marketing campaigns, with data processing in the UK and USA.
• The Trade Desk LimitedminorGTM or Marketing PartnerThe Trade Desk provides programmatic advertising services for Lidl's digital marketing campaigns.
• d-SIRE GmbH & Co.KGminorImplementation/ SI/ Consulting Partnerd-SIRE GmbH conducted accessibility audit of Lidl's website in January 2025 according to EN 301 549 standard.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Prisma Peremarket: Estonian-headquartered supermarket chain operating in the Baltic region with comparable food-led assortment and promotional mechanics; competes for overlapping Baltic consumer spend though primarily in Estonia.

Direct peers

• Lidl Eesti: Lidl's Estonian subsidiary; operates the same hard-discount format and Lidl Plus program in a neighboring Baltic market, making it a structurally and operationally identical peer.
• Penny Market: Discount arm of Rewe Group operating a private-label-led hard-discount model across Europe; directly comparable to Lidl in assortment philosophy, weekly promotional flyers, and private-label brand strategy.
• Netto: European hard-discount chain (owned by Salling Group / Edeka) operating the same limited-assortment, private-label-led format; relevant strategic and operational peer for Lidl Latvija.
• Lidl Lietuva: Lidl's Lithuanian subsidiary; runs the same hard-discount, private-label-led model in a neighboring Baltic market, sharing Schwarz Group procurement, technology, and loyalty infrastructure with Lidl Latvija.
• Rimi Latvia: ICA Gruppen-owned supermarket chain operating across Latvia with an everyday-low-price positioning; competes head-to-head with Lidl Latvija in food, private label, and promotional brochure-driven marketing.
• Maxima Latvija: Largest grocery chain in Latvia, operating a wide-assortment discount-led supermarket model that directly competes with Lidl Latvija for the same mass-market Latvian consumers across food and household categories.
• IKI Latvia: Lithuania-headquartered Palink-operated grocery chain with a meaningful Latvian store network; competes directly with Lidl Latvija in food and household goods at the discount end of the market.

Broad incumbents

• Biedronka: Largest Polish grocery chain, owned by Jeronimo Martins, running a private-label-heavy discount model similar to Lidl; a relevant scale benchmark for unit economics and category management across CEE.
• Aldi: Europe's largest hard-discount grocer with the same private-label-led, limited-assortment model as Lidl; while not present in the Baltics, it is the most relevant global strategic benchmark for Lidl Latvija's operating model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/Lidllatvija
• Facebookfacebook.com/LidlLatvija
• LinkedInlinkedin.com/company/lidl-latvija
• Instagraminstagram.com/lidllatvija

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Latvija