Deluxe range helps boost Lidl UK sales performance

Lidl saw sales jump by more than a tenth across UK stores last year after a boost from its ‘Deluxe’ range and millions more shoppers.

The British arm of the German discounter reported revenues of £13 billion for the year to the end of February – an increase of 10.8 per cent compared with the previous financial year.

The figure was helped by a 12 per cent year-on-year increase in sales of its Deluxe range – the supermarket’s own-label collection of premium food, home and beauty products.

It also highlighted a 19 per cent increase in sales of non-food items, led by Lidl’s own-brand ranges such as Silvercrest, which offers kitchen and household appliances like air fryers and blenders, DIY range Parkside and clothing and accessories range Esmara.

The group’s pre-tax profit jumped 31 per cent to £205.5 million.

Around 43 million more customers visited its shops during the year, which Lidl attributed to its investments in lowering prices and expanding its chain of shops.

Lidl overtook Morrisons in May to become the fifth-largest grocery chain in the UK, according to Worldpanel by Numerator data.

It now has more than 1000 shops across the UK and is expecting to have opened a further 50 during the current financial year, which ends in February 2027, as part of a £600 million investment.

Ryan McDonnell, chief executive of Lidl Great Britain, said: “Our performance is a clear testament to the trust that millions of customers place in us every week as a direct result of the dedication of our colleagues right across the country.”

Want your business, product or service to be seen regionally and nationally? Bdaily helps you get your story in front of the right audience, every day. Find out how Bdaily can help →

Join more than 55,000 subscribers by signing up to our daily bulletin each morning here.