Kaufland integrates Lidl brands into non-food assortment

Kaufland is restructuring its non-food assortment by integrating established brands from its parent company, the Schwarz Group. To combat competition from online retailers and improve the performance of its supplementary product range, the supermarket chain is replacing its own less-known private labels with well-known Lidl brands.

Key changes include the permanent integration of Lidl brands such as Livarno for home and furnishings, Esmara for fashion, and Lupilu for children's items. Additionally, the tool brand Parkside has been available in Kaufland stores and on its marketplace since 2023. As part of this shift, several existing Kaufland private labels, including Spice&Soul, Switch On, Oyanda, and Liv&Bo, are being phased out of the assortment.