Georgia ‘Still a Focus’ for Lidl

German hard-discounter Lidl is determined to forge ahead with its plans in Georgia and beyond, despite reports to the contrary.

The Atlanta Business Chronicle reported that Lidl is “dramatically scaling back” its store expansion plans in Georgia, but the retailer said it remaind committed to the market.

“Georgia is absolutely still a focus for Lidl,” company spokeswoman Jessica Haggard told Progressive Grocer. “We received an overwhelmingly positive response from customers in Augusta when we opened there last month. We are excited to open additional stores across the state in the coming months.”

Haggard declined to say how many stores Arlington County, Va.-based Lidl US intended to open in Georgia, however.

The company most recently opened a store in Virginia Beach, Va., on Oct. 26.

Although reports have circulated of Lidl’s disappointing performance in the overstored Southeast, where it chose to make its U.S. debut. Haggard painted a positive picture of the company’s American business.

“Since we opened our stores in the U.S., Lidl has driven prices down in the neighborhoods in which it operates stores,” she noted. “Other retailers in the immediate vicinity of Lidl stores have reacted by slashing prices by as much as 30 percent in order to compete. This is not only a win for Lidl customers, but for everyone who shops in the area. We fully expect to bring this ‘Lidl effect’ to Georgia as we expand.”

Haggard further confirmed to PG that the company’s “original goal of opening up to 100 stores across the East Coast by the end of summer 2018 remains unchanged.”