Lidl opens first Parkside-only store

Lidl has opened its first store exclusively for Parkside, its DIY brand, in Plan-de-Campagne near Marseille. The store, covering over 1,500 square meters, is part of a six-week trial that will end in early December 2026. This marks Lidl’s attempt to test a new retail model focused on expanding its presence in France’s DIY and tools market.

Store layout and product range

The store is located in the former Géant Casino hypermarket within the Barnéoud shopping center and offers more than 500 permanent product references. These include power tools, work clothes, and other DIY essentials, priced between 28 and 55 euros. The store also provides free DIY workshops on Wednesdays and Saturdays, available by online reservation, and weekly discounts on limited stock products accessible through the Lidl Plus app.

Lidl's strategy and goals

Pascal Picazo, regional director of Lidl Provence, explained that the initiative aims to show that Parkside tools make DIY accessible to everyone. The temporary store model allows Lidl to gauge consumer interest in an expanded Parkside range without affecting sales at traditional Lidl supermarkets. The store employs 20 staff, with half hired specifically for this operation, to control ongoing labor costs.

Parkside's business model

Celebrating its 30th anniversary, Parkside has become the leading low-cost tool brand in Europe. Its strategy relies on offshoring production, using the Lidl distribution network, and keeping marketing minimal to pass savings directly to consumers. Unlike high-end brands like Bosch or Makita, Parkside targets occasional DIYers who want to equip their garage without spending hundreds of euros per tool.

Accessibility and pricing

The store’s operating hours—Monday to Saturday from 8:30 AM to 8:00 PM, and Sundays in the morning—make it easily accessible. Free entry and access are available, except for workshops, which helps reduce the intimidation factor often associated with DIY. Prices are 30 to 50% lower than traditional specialized stores, attracting a diverse customer base, including experienced DIYers, young couples, and tenants.

Impact on existing DIY retailers

The arrival of Parkside, even temporarily, has raised concerns among established DIY retailers like Leroy Merlin and Brico Dépôt, who dominate the French market. Parkside is capturing the segment of customers who prioritize price over product durability. If the Plan-de-Campagne test is successful, Lidl may expand the model to other locations, potentially reshaping the DIY retail landscape in France.