In a bold move, Lidl has published an aggressive price comparison between some of its private-label furniture items and comparable Ikea products in its German brochure this week. The Swedish interior design giant, however, was quick to retaliate.
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Unbeatable Prices?
Under the banner "Unschlagbar im Preis" ("Unbeatable in Price"), Lidl Germany launched a striking attack on Ikea. The discount retailer highlighted the prices of a hat shelf, a coat rack, and a shoe bench, showcasing significant price differences in favour of Lidl's own products when compared to Ikea's offerings.
Ikea responded immediately to Lidl's challenge. The home furnishings retailer swiftly slashed the prices of the products in question, bringing them substantially below Lidl's so-called unbeatable levels. Ikea announced the price cuts prominently on its website under the cheeky headline "A Lidl bit günstiger" ("A little bit cheaper").
This isn't the first time Lidl has made such direct comparisons. A few weeks ago, the discounter compared some of its products to those of Action, another discount retailer. At that time, Lidl's message was that it offered better quality at the same price.