Lidl wants to take over Real: boss announces price war against Aldi

The revelation came during a lecture to which Gehrig was invited.
At the Retail Innovation Days of the Dual University Heilbronn (DHBW), students asked the Lidl and Kaufland boss questions about the development in the German retail sector. A student who is doing a dual degree at Real at the same time addressed Gehrig to the rumours.


In mid-January, the food service industry newspaper “Lebensmittel Zeitung” had first reported on acquisition plans of Real by Kaufland.
The student asked if he could continue his studies at Kaufland after the takeover. Gehrig said yes and stated that the Schwarz Group is holding talks to acquire at least 100 Real branches.
“If there are good locations, it may also be more,” quotes the “Lebensmittel Zeitung” from his answer. Kaufland has the financial means to take over Real.
The brand Real could thus disappear completely from the market. The branches would be renamed Kaufland.

Gehrig told the students that Lidl and Kaufland are aggressively turning to food price cuts. The aim is to stimulate competition. Thus, Gehrig also indirectly attacks Aldi Süd and Aldi Nord.
At the beginning of the year, the discounter Primus Aldi had for the first time reduced branded products and advertised the discount in the brochures. Discounts on branded products have never been available at Aldi.

At the same time Gehrig declared that the Russian discounter Mere was a “temporary phenomenon”. The Russian retail giant Torgservis opened the first store in Leipzig. Further branches are planned in Zwickau and Chemnitz.