LONDON, January 16, 2013 /PRNewswire/ --

Lidl supermarket plans to open 35-50 new stores in 2013 with a multi-million pound investment that will create around 1,000 new jobs for local people. Lidl UK's existing store portfolio consists of 600 stores across England, Scotland and Wales and they currently employ over 11,000 staff, excluding contractors. They will be hiring across all parts of the business, from store managers to store assistants, as they look to expand their number of stores across the country.

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Lidl UK's reported market share in December 2012 saw an increase from 2.6% in the same month in the previous year to 2.8% with overall sales increases reported at almost 11% by market research firm Kantar World Panel. Much of Lidl's success within the UK marketplace is being attributed to the strong performance of its recently launched 'Deluxe' range, which offers premium quality delicacies such as Beef Wellington and Caviar at consistently low prices. Lidl UK doubled its Deluxe range in 2012 having seen sales increases of 200% year on year. In turn, this is believed to have attracted a more affluent shopper to its stores as the proportion of ABC1 customers increased from 25% in 2011 to 41% in 2012, according to the data firm, Nielson.

Lidl's festive sales were particularly strong in 2012 with its own label Comte de Brismand champagne taking 2^nd place as the best-selling Christmas product, second only to semi-skimmed milk, as well as its Norwegian smoked salmon performing well amongst shoppers' household staples. Lidl sees this as an encouraging sign for its planned new stores across the country in 2013.

Lidl spokesperson Georgina O'Donnell says, "Consumers are drawn to Lidl for its premium quality products at low prices but are encouraged to return when they realise they can do their entire weekly shop for a great deal less money than at other supermarkets. We're looking forward to bringing our stores to more towns and cities around the country and are encouraged by the recent sales results demonstrating that Lidl has become more and more relevant to British consumers today."