DIY Champion LIDL?

Parkside, the private label brand for DIY and garden products of food discounter LIDL, has been making headlines recently. With a strong European footprint both offline and online, LIDL is set to take Parkside to the next level. But, the question on everyone's minds is: Will Parkside become Europe's leading tool brand in the next five years?

The signs seem to point in that direction. LIDL has announced plans to go multichannel with the brand on Otto and Amazon. Additionally, they have started a significant branding campaign that has been well received by consumers.

There are several reasons why LIDL might have a chance at making Parkside the leading tool brand in Europe. Firstly, LIDL has a strong European presence both online and offline. They are the 8th biggest online shop in Germany, which gives them a significant advantage. Secondly, based on their in-store promotions, LIDL is able to generate sourcing quantities and costs competitive with A brands. Thirdly, many households already have Parkside products as brand touchpoints, giving the brand a significant head start in terms of recognition. Finally, the quality of Parkside products is 'good enough' for the majority of the DIY market, and they have also launched a performance series that caters to the mid-market segment.

If LIDL is willing to push the brand outside of their online and offline channels, there's no reason why they can't become the leading tool brand in Europe.

The question remains: does it make sense to push a retail private label brand on marketplaces? The answer is a resounding yes. Retail private label brands are becoming increasingly popular on marketplaces because they offer high-quality products at competitive prices. This is especially true in the DIY and garden segment where consumers are looking for affordable and reliable products. By pushing Parkside on marketplaces, LIDL is expanding the brand's reach and tapping into a wider audience.

In conclusion, the signs are promising for Parkside to become Europe's leading tool brand in the next five years. With LIDL's strong European presence, competitive pricing, and well-established brand recognition, there's no reason why they can't succeed. Additionally, pushing the brand on marketplaces will only expand its reach and help it gain a larger market share. It's an exciting time for DIY and garden enthusiasts, and we can't wait to see what the future holds for Parkside.