Lidl retail expansion in Europe and the Balkans

Lidl is expanding its retail footprint and business activities across Europe, with a particular focus on the Balkan region.

In North Macedonia, the company has begun construction on a second supermarket in Bitola, designed as a ‘metropol super market’ type facility. This project aims to meet international standards for energy efficiency and sustainability while contributing to the local economy through job creation.

Further regional expansion includes entering the Bosnia and Herzegovina market, which economists describe as one of the largest recent investments in that local retail sector. The company is currently recruiting over 1,100 sales associates across 21 cities in Bosnia and Herzegovina, offering permanent contracts from the first day. Economists suggest this move could increase competition, potentially stabilize prices, and create opportunities for domestic producers.

Beyond physical expansion, Lidl is diversifying its product offerings and marketing. The retailer has launched ‘Max & Mila’s World,’ a unified pet care brand for dogs and cats featuring three quality levels. Additionally, a viral lifestyle campaign tied to Paris Fashion Week introduced the ‘NeckCroissant’—a travel pillow shaped like a croissant—which is being rolled out across 25 European countries, including Poland and Croatia. In Serbia, the retailer has expanded its premium meat and bakery offerings, while continuing seasonal promotions on apparel, electronics, and tools in other regions.