Under the slogan "Unschlagbar im Preis" ("Unbeatable price"), the German Lidl launched an unusual attack on Ikea. The discounter published a price comparison of a hat rack, a coat rack and a shoe bench: in each case, its own product was compared with a comparable product from Ikea – with a large price difference.
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IKEA responds to Lidl's attack
The Swedish home furnishings retailer reacted swiftly: it immediately lowered the prices of the products on display to well below Lidl's supposedly unbeatable level. The promotions were prominently displayed on its website, accompanied by the slogan "A Lidl bit günstiger" (a play on words from a little bit – "a little cheaper" – editor's note).
This is not the first time that Lidl has dared to make clear comparisons: a few weeks ago, the discounter compared some of its products with Action products, but at that time the message was that Lidl offers better quality at the same price, retaildetaileu reports, according to "Lebensmittel Zeitung".
