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Lidl’s middle aisle is seeing a surge in popularity among men, according to the supermarket’s UK boss Ryan McDonnell. He revealed that the unusual range of products available in the aisle, which includes everything from inflatables to power tools, has gained a “big male following”. McDonnell said that couples can often struggle when men become intrigued by a certain gadget or item and end up buying something they already have. The middle aisle has become synonymous with unexpected purchases, as customers often end up returning with something they did not intend to buy.
These revelations came as the supermarket posted an impressive return to profitability, with pre-tax profits reaching £43m after a loss of £76m the previous year. Lidl enjoyed a 16.9% rise in annual sales to almost £11bn for the year ending February 2024, meaning it is now the UK’s sixth largest grocer. The supermarket has freshened up the look of its stores with bakeries installed at entrances and more fruit and vegetables displayed, both of which have seen an increase in sales. McDonnell believes that the shopping experience is as vital as prices when attracting customers in order to keep up in light of strong competition and price matching.
Despite the booming sales figures, Lidl bosses signed a letter to the Treasury warning of likely job losses and price hikes after the recent Budget announcement. McDonnell warned that the tax hikes would add tens of millions of pounds to Lidl’s annual costs. Following this factor, McDonnell has called upon the government to review the various burdensome taxes and costs incurred by businesses in the UK, including National Insurance, National Living Wage, business rates, and packaging and recycling taxes. Despite these concerns, Lidl remains committed to its investment plans in the UK, which include the opening of 18 new stores in the coming months followed by a further 40 in the next financial year
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