The distributor of German origin Lidl will change president in France: Frédéric Fuchs will take the direction of the activities of Lidl Germany "as of January 1st" next and will be replaced by Michel Biero, media figure of the brand in France, according to a statement released Monday.
Frédéric Fuchs, currently President of Lidl France since 2012, will take over the management of Lidl Germany's activities as of January 1, 2024," said the discounter, adding that Frédéric Fuchs joined the company in 1996, before taking up the position of manager in Hungary and Romania. "Frédéric Fuchs' successor as President Lidl France will be Michel Biero, currently Executive Director of Purchasing." Member of the executive committee "since 2011", Michel Biero "began his career at Lidl in 2001", says the brand, which is 6th player in France in terms of market share, behind, in order, E.Leclerc, Carrefour, Intermarché, Système U and Auchan.
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Evolution of brand image
Michel Biero is the media figure of the company in France and has become known in recent years "by participating in particular since 2015 in the International Agricultural Show", after having "made quality and made in France its spearhead". Since the beginning of the 2010s, the brand has gone from a "hard discount" model to more quality in stores of relatively small size, with less than 2,000 references. At the end of August, the brand claimed nearly 1,600 stores for 48,000 employees.
Lidl specifies that this choice of leader "places the brand in the continuity of its model based on the defense of purchasing power and the best value for money".