What: Galeria is incorporating Lidl into its Berlin branches as part of its new strategic direction.

Why it is important: This partnership marks a significant shift in Galeria's business model, aiming to enhance customer access and diversify offerings by integrating Lidl's supermarket services within its department stores.

Galeria, a prominent department store chain, is implementing a new strategy in Berlin by partnering with the discount supermarket chain Lidl. Lidl will occupy space in Galeria's branches at Hermannplatz in Neukölln and Kurfürstendamm in Charlottenburg-Wilmersdorf, offering over 4,000 items. This marks Lidl's first presence in a Galeria location, accessible both through the department store and a separate entrance. The strategic move follows Galeria's change in ownership, now under the US investment firm NRDC and entrepreneur Bernd Beetz. The company has rebranded to Galeria S.à rl & Co. KG, dropping the Kaufhof and Karstadt names. Despite recent closures, Galeria maintains six locations in Berlin.

Galeria's new strategy in Berlin involving Lidl