Lidl expands non-food business via Livarno Home and Esmara brands

Lidl is strategically expanding its non-food business through the growth of its private labels, Livarno Home and Esmara. While groceries remain the core business, the retailer aims to significantly increase the non-food share of its revenue, which has historically stood at approximately seven percent.

Livarno Home, founded in 2015, offers a wide range of household goods including furniture, lighting, and textiles. Rather than relying on a single manufacturer, the brand utilizes a network of suppliers such as Delta-Sport Handelskontor, OWIM, EDI Light, HOYER Handel, MATO Interpräsent, and FMD Möbel GmbH. To improve visibility, Lidl is redesigning store layouts to create dedicated themed areas for these products.

In the apparel sector, the Esmara brand focuses on women's clothing. Like its furniture counterpart, Esmara does not operate its own factories but relies on various suppliers and importers. The brand has gained recognition through collaborations with figures like Heidi Klum and has engaged in sustainability pilots, such as using 'Cradle to Cradle Certified' gold-standard biodegradable textiles.