Lidl’s UK sales boosted by Deluxe range and pulling in more shoppers

Lidl has revealed its sales jumped by more than a 10th across its UK stores last year as it got a boost from the “Deluxe” range and attracted 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% compared with the previous financial year.

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

It also highlighted a 19% 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 sales figures point to customers opting for cheaper supermarket own-label ranges over brands amid rising living costs.

Lidl has more than 1,000 stores in the UK (Andrew Matthews/PA)

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The group’s pre-tax profit jumped by 31% to £205.5 million, the newly-published accounts show.

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.

It has also developed its loyalty programme through the Lidl Plus app which issues weekly offers to members.

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 1,000 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, the 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.

“As we grow, our focus doesn’t shift – we’re constantly investing in low prices, high quality, and maximum value for our customers.”