Lidl Hrvatska

What Lidl Hrvatska does

Lidl Hrvatska d.o.o. k.d. is the Croatian operating subsidiary of Germany's Schwarz-Gruppe, headquartered in Velika Gorica and incorporated as a Croatian limited liability partnership. The company runs a discount retail chain that entered Croatia in 2006 and has grown to 107-109 stores supported by two logistics-distribution centers in Jastrebarsko and Perušić, employing more than 2,300 people. Its assortment spans fresh groceries, household goods, clothing, baby products, and seasonal non-food items, anchored on a curated 2,300+ SKU range with a high proportion of private-label brands (including Vemondo, Parkside, Silvercrest, Crivit, Esmara, Livarno, Lupilu, Okusi zavičaja, and others) alongside national and international branded products.

The technology layer is modest and primarily transactional rather than platform-native. Customer-facing digital assets include the Lidl Plus loyalty mobile app (iOS and Android), an online weekly catalog, a dedicated recipe platform, a WhatsApp channel, and electric vehicle charging stations at store locations. Back-end capabilities include a nationwide distribution network and, as of March 2024, a fully electric truck for store replenishment in selected Zagreb locations. No public-facing API, SDK, or proprietary AI/ML capability is disclosed in the source material.

The business model is direct-to-consumer discount retail, monetized through in-store transactions and supported by weekly promotional flyers, the loyalty app, and digital marketing across social channels (Facebook, Instagram, TikTok). Revenue is generated from one-time sales of food and non-food items, including private labels at lower price points and national brands. Pricing is unit-based in EUR (including VAT) and explicitly positioned as purchase in household-appropriate quantities. The company serves a horizontal mass-market consumer base, with secondary segment emphasis on local-product buyers and health-conscious shoppers via certified-organic, vegan, and Nutri-Score offerings. As a wholly owned subsidiary of Schwarz-Gruppe, all capital, strategic direction, and IP flows from the German parent.

Name

Lidl Hrvatska

Legal name

Lidl Hrvatska d.o.o. k.d.

Website

https://lidl.hr

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lidl Hrvatska is the Croatian discount retail subsidiary of Germany's Schwarz-Gruppe, operating 107-109 grocery and household-goods stores across Croatia from two distribution centers, serving mass-market consumers via private-label-led assortment, the Lidl Plus loyalty app, and weekly promotional catalogs.

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 chain
• Food and consumer goods
• Retail logistics

Headquarters

HQ city

Velika Gorica

HQ country

Croatia

HQ region

Europe

Offices4 records

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. Maloprodajna prodaja: Lidl Hrvatska kao maloprodajni trgovački lanac ostvaruje prihod od prodaje širokog asortimana proizvoda - od svježih namirnica, preko neprehrambenih proizvoda do tekstila. Prihodi dolaze od maloprodajne prodaje u trgovinama i online katalogu, uključujući vlastite robne marke i nacionalne robne marke.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Lidl Hrvatska operates a network of more than 100 self-service discount supermarkets in Croatia, selling a curated assortment of food, fresh produce, household, and consumer-goods items with a high share of private-label brands. The offer is complemented by a mobile loyalty application (Lidl Plus), an online product catalog, electric vehicle charging at selected locations, and a gift card. Operations are supported by two logistics-distribution centers in Croatia.

Product overview

Lidl Hrvatska is a retail supermarket chain operating 107 stores across Croatia with two logistics-distribution centers in Jastrebarsko and Perušić. The company offers a diverse portfolio of private label brands alongside national and international branded products. Core retail categories include food and beverages, kitchen and household, construction and garden, sports and leisure, home and decor, clothing and accessories, and baby/children products. Digital services include the Lidl Plus loyalty app, online catalog, store locator, and electric vehicle charging stations. The company operates as part of Schwarz-Gruppe based in Neckarsulm, Germany.

Differentiator

Problem solved

Functional benefit

Brands

• Vemondo: Private label brand offering vegan and vegetarian plant-based food products, including alternatives to dairy and meat.
• Favorina
• Fin Carré
• Crownfield
• Parkside
• Silvercrest
• Crivit
• Livarno
• Esmara
• Alesto
• Okusi zavičaja
• Lidl Plus
• Lupilu
• W5
• Sportyfeel
• Dizzy

Products and services

• Lidl Plus mobile loyalty application Free mobile app offering digital coupons, personalized offers, recipes, and store information to registered Lidl shoppers in Croatia.
• Lidl gift card (poklon bon) Physical and/or digital gift card usable as a means of payment in Lidl Hrvatska stores.
• Online product catalog and weekly offers Web-based catalog displaying current food and non-food assortment, weekly promotions, and store-locator functionality for Croatian customers.
• Lidl Charge electric vehicle charging Electric vehicle charging service available to customers at selected Lidl Hrvatska store locations.
• Parkside private-label brand (DIY, tools, garden) Lidl private-label range of DIY tools, garden equipment, and workshop accessories sold in Croatian Lidl stores and via the online catalog.
• SilverCrest private-label brand (small electrical appliances) Lidl private-label range of kitchen and household small electrical appliances sold in Croatian Lidl stores and via the online catalog.
• Casa Moritz private-label brand (home textiles) Lidl private-label range of home textiles sold in Croatian Lidl stores and via the online catalog.
• Esmara private-label brand (apparel) Lidl private-label range of women's, men's, and children's apparel sold in Croatian Lidl stores and via the online catalog.
• Floralys private-label brand (flowers and plants) Lidl private-label range of cut flowers, potted plants, and related accessories sold in Croatian Lidl stores.
• Mlinac private-label brand (bakery) Lidl private-label range of breads, pastries, and baked goods sold in Croatian Lidl stores.
• OK...BIO private-label brand (organic) Lidl private-label range of certified organic food products sold in Croatian Lidl stores.
• VaruFix private-label brand (food storage) Lidl private-label range of food storage, vacuum, and preservation products sold in Croatian Lidl stores.
• Lidl Hrvatska food and grocery assortment Core everyday assortment of food, fresh produce, meat, dairy, bakery, and grocery products sold across the Lidl Hrvatska store network, with a high private-label share.
• Store locator and customer service portal Web-based service enabling customers in Croatia to locate nearby Lidl stores, view opening hours, and access customer service channels including WhatsApp.

Quantifiable outcome

• Lidl je proglašen najcool trgovačkim lancem na Coolest Brands Awards 2025
• +3 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core, flagship and minor.

• Hrvatski Crveni križ / Crveni križ ZagrebcoreStrategic or Co-development Partner · 1 January 2024
• HEP OpskrbacoreStrategic or Co-development Partner · 1 January 2022
• Cotton made in Africa (CmiA)coreStrategic or Co-development Partner · 1 January 2020
• UN Women - WEPs (Women's Empowerment Principles)coreStrategic or Co-development Partner · 1 January 2020
• BiolandcoreStrategic or Co-development Partner · 1 January 2019
• Save the ChildrencoreStrategic or Co-development Partner · 1 January 2017
• Hrvatski CaritascoreStrategic or Co-development Partner
• WWFflagshipStrategic or Co-development Partner
• FairtradecoreStrategic or Co-development Partner
• Rainforest AlliancecoreStrategic or Co-development Partner
• GIZ (Deutsche Gesellschaft für Internationale Zusammenarbeit)minorStrategic or Co-development Partner
• Bangladeš Accord on Fire and Building SafetyminorStrategic or Co-development Partner
• Action, Collaboration, Transformation (ACT)minorStrategic or Co-development Partner
• UN Global CompactcoreStrategic or Co-development Partner
• Schwarz GruppeflagshipOthers

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Plodine: Croatian regional supermarket chain, family-owned with strong Istria and Kvarner presence. Comparable as a domestic multi-store grocery retailer competing on local-producer sourcing (especially for Mediterranean categories) and serving the same Croatian household shopper profile as Lidl.
• KTC: Croatian food retailer and wholesale distributor with a supermarket chain. Comparable on store-network footprint and grocery focus; overlaps with Lidl particularly in fresh produce, dairy, and Croatian-origin private label categories.
• Kaufland Hrvatska: Sister company under Schwarz-Gruppe operating hypermarkets in Croatia. Same parent procurement, overlapping private-label brands, and identical customer value proposition (price-quality leadership), making it the closest structural comparable despite the hypermarket vs. discount-store format difference.
• Konzum: Croatia's leading grocery retailer (Fortenova/Agram group), operating the largest supermarket network in Croatia. Directly comparable as a multi-format food and household goods retailer competing with Lidl for the same mainstream Croatian consumer; differs by being a fuller-assortment chain versus Lidl's discount-led model.
• Spar Hrvatska: Franchise-operated Spar supermarket and hypermarket chain in Croatia run by ASPIAG. Comparable multi-category food and non-food retailer; competes for the mainstream Croatian consumer with a fuller assortment and INTERSPAR hypermarket format versus Lidl's leaner discount assortment.
• Tommy: Croatian discount-leaning supermarket chain with strong presence along the Dalmatian coast. Comparable as a domestic multi-category food and household goods retailer; competes directly with Lidl on price, local-producer sourcing, and store footprint in regional markets.
• Eurospin Hrvatska: Polish-owned hard-discount supermarket chain operating in Croatia. Closest pure-play competitor to Lidl's limited-assortment discount model, with similar private-label intensity and weekly promotional mechanics targeting the same price-sensitive Croatian household shopper.

Emerging players

• Studenac: Rapidly expanding Croatian convenience-and-grocery chain (EMMA Capital-backed). Comparable as a domestic multi-format food retailer scaling aggressively in Croatia; competes with Lidl on convenience and proximity in smaller towns and seasonal coastal catchment areas.

Broad incumbents

• Aldi Süd: European hard-discount rival that has entered Croatia. Closest conceptual analog to Lidl's limited-assortment, private-label-led discount model globally; relevant benchmark for store economics, private label depth, and pricing strategy even if Aldi's Croatian footprint is smaller today.

Regional players

• dm-drogerie markt Hrvatska: Austrian drugstore chain with a strong Croatian store presence. Adjacent rather than direct — both compete for household non-food share of wallet, but dm focuses on drugstore/personal-care categories whereas Lidl cycles seasonal and general merchandise. Useful for benchmarking non-food grocery-adjacent retail in Croatia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lidlhrvatska
• Instagraminstagram.com/lidl_hrvatska
• TikToktiktok.com/@lidl_hrvatska
• LinkedInlinkedin.com/company/lidl-hrvatska

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Hrvatska