Michel Biero will take the helm of Lidl France, replacing Frédéric Fuchs

The German distributor Lidl will change president in France: Frédéric Fuchs will take over the management of Lidl Germany's activities "as of January 1" and will be replaced by Michel Biero, media figure of the brand in France, according to a press release released Monday.

“Frédéric Fuchs, currently president of Lidl France since 2012, will take charge of the activities of Lidl Germany from January 1, 2024,” indicated the discounter, specifying that Frédéric Fuchs had joined the company in 1996, before occupying the position of manager in Hungary and Romania. “The successor to Frédéric Fuchs as president of Lidl France will be Michel Biero, currently executive director of purchasing.” Member of the executive committee "since 2011", Michel Biero "began his career at Lidl in 2001", further specifies the brand, which is 6th player in France in terms of market share, behind, in order, E. Leclerc, Carrefour, Intermarché, Système U and Auchan.

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Michel Biero is the media figure of the company in France and has made himself known in recent years "by participating in particular since 2015 at the International Agricultural Show", after having "made quality and made in France his iron spear”. Since the start of the 2010 decade, the brand has moved from a “hard discount” model to more quality in relatively small format stores, with fewer than 2,000 references. At the end of August, the brand had nearly 1,600 stores for 48,000 employees.

Lidl specifies that this choice of manager “places the brand in the continuity of its model based on the defense of purchasing power and the best quality/price ratio”.