Lidl has arrived in North Jersey: What you need to know about Lidl and rival Aldi

Ricardo Kaulessar | NorthJersey

Show Caption Hide Caption Lidl grand opening in Bergenfield Lidl grand opening in Bergenfield.

Lidl opened its first Bergen County store in Bergenfield on Wednesday with fanfare and lines out the door. Right now it's the only grocery game in town, but that will change: Archrival Aldi has submitted plans to open a store a few blocks away.

The battling German discount grocery chains are pushing to expand into North Jersey.

There are Aldi stores in Clifton, Lodi, East Rutherford, Bloomfield and Hackensack with plans for more. Lidl has already opened a few markets in South Jersey, but is just beginning a move into the northern part of the state.

Aldi, which operates small stores stocked largely with its own private-label items, was founded in Germany in 1913. The business has expanded to more than 11,000 locations in 20 countries, with about 1,900 in the U.S., including 50 in New Jersey.

Lidl, which opened its first store in Germany in 1973, operates more than 10,500 stores across Europe and the U.S. In addition to groceries, it stocks a changing array of items like toys, tools and clothing. The Bergenfield store on Wednesday had ladies' sweaters for $4.99.

Here’s what else you need to know about Aldi and Lidl markets.

The rivalry

Aldi and Lidl (pronounced Lee-dul) are generally smaller supermarkets that tout big discounts on mainly private-label items. In some ways, they are comparable to Trader Joe's. Lidl's American stores are larger than their counterparts in Europe.

Aldi's expansion into North Jersey is part of a larger push that would make it the third-largest U.S. grocery retailer by store count by the end of 2022, said Aldi's Center Valley Division Vice President Bob Grammer.

Grammer said Aldi picks spots that represent "the best sites that are closest to our shoppers and can support a high daily traffic volume."

"We strive to make sure our stores are conveniently located for our customers, and we continue to expand in New Jersey because savvy shoppers want Aldi in their communities," Grammer said.

Lidl spokesperson Chandler Ebeier said Wednesday that the Bergenfield store is part of 25-store expansion on the East Coast through next spring, with a goal of 100 U.S. stores by 2020. She said the company wanted to go beyond its northernmost location in New Jersey, in Union.

"We were getting good feedback there and we wanted to expand further in the state," Ebeier said.

She did not have details about the planned Montclair and Park Ridge stores, and would only say that the company is looking at a "number of sites in the area."

Matthew Casey is a Rahway-based real estate researcher for supermarket chains, landlords and developers.

Casey said the expansion of both chains in New Jersey, and more so in the U.S., has been more of a boon for Aldi than Lidl.

Casey said of Lidl, "I don't think they are going to succeed in the United States. The stores that they have, some are doing OK, but as a whole they are doing very low volume, with the exception of Union."

Casey said Aldi stores fare better due in part to the offerings.

"Lidl's only got maybe 4,000 items and probably 25% of them is general merchandise," Casey said. "Aldi also sells general merchandise, but their selection of general merchandise is a lot better."

A representative for LIdl, however, disputed that. "All our stores across New Jersey are attracting a high volume of shoppers," said William Harwood, director of communications.

"We plan to open at least five additional stores in New Jersey by the end of next year, based upon the feedback we are receiving," he said. "The store we opened in Bergenfield is only the beginning."

Where they are opening

Aldi

Bergenfield

Just a few blocks away from the new Lidl, Aldi has submitted plans for a location in the Foster Village Shopping Center. Aldi has already posted openings on its website for full-time positions in the Bergenfield store, including manager trainee, shift manager and store associates.

Ramsey

Construction started recently at Ramsey Square on Route 17 north to convert a former Sports Authority to hold an Aldi supermarket and a Pet Goods store.

A company spokesman said the store will occupy 12,000 square feet over five aisles and have "an open ceiling, natural lighting and additional storage for even more fresh produce, dairy and meat."

Totowa

Aldi supermarket signed a lease recently to open a 25,000-square-foot location in Totowa Square at a former Toys R Us on Route 46. An opening date was not provided by real estate firm Katz and Associates or Aldi.

Lidl

Montclair

Earlier this year, Lidl signed a lease to open a 29,000-square-foot store in the 7.5-acre Lackawanna Station development, at the site of the old Lackawanna Center.

Previously, Pathmark operated in the shopping center as a longtime anchor tenant until the supermarket chain went bankrupt in 2015.

Park Ridge

There are plans to open a Lidl in a former Acme supermarket on Kinderkamack Road. The Acme closed last December.

More: Aldi, Pet Goods coming to Ramsey Square on Route 17

More: Turf war: Competing grocery stores Aldi and Lidl to open near each other in Bergenfield

New Lidl in Bergenfield

Rockaway resident Bradley Walker was first on line waiting for doors for Lidl to open Wednesday morning in Bergenfield. He arrived at the location on New Bridge Road at 2:45 a.m., more than five hours before the opening time.

"For the giveaways and to show my support for a brand that I love," Walker said. "I've been to Lidls in eight different countries and I'm well versed on them."

Walker was among more than 150 customers who entered the 32,000-square-foot store after the ribbon-cutting, where store staff and management were joined by local officials.

Michelle Piserchia, who lives in nearby New Milford, was doing some shopping for her mother, who hails from Germany and remembers Lidl from back home.

"She couldn't come so I said I would take some photos and buy some stollen," a traditional German holiday bread, Piserchia said. "They have a great selection and international items that other supermarkets may not have."

The store, which will have over 150 parking spaces, will be open seven days a week from 8 a.m. to 10 p.m.

Ricardo Kaulessar is a local reporter for NorthJersey.com. For unlimited access to the most important news from your local community, please subscribe or activate your digital account today.

Email: kaulessar@northjersey.com Twitter: @ricardokaul