Lidl has published an aggressive price comparison of some of its private-label furniture items with some Ikea products in its German brochure this week. Unfazed, the Swedish interior design giant served some swift revenge.
(Not so) unbeatable
Under the banner “Unschlagbar im Preis” (“Unbeatable in Price”), Lidl Germany launched a remarkable attack on Ikea this week. The discounter published a price comparison of a hat shelf, a coat rack and a shoe bench: in each case, its own product is juxtaposed with a comparable product from Ikea – with a hefty price difference.
The Swedish home furnishings retailer, however, reacted immediately: the retailer immediately cut the prices of the products in question substantially below Lidl’s supposedly unbeatable level. Prominently displayed on its website, the price cuts were announced under the heading “A Lidl bit günstiger” (“a little bit cheaper”).
This is not the first time Lidl has ventured into clear comparisons: a few weeks ago, the discounter compared some of its own products to Action’s products, but at the time the message was that Lidl offered better quality at the same price, Lebensmittel Zeitung reports.
