Kaufland private label brands are expanding across Europe as the retailer introduces several established Lidl non-food brands into its stores across multiple countries.
The rollout includes LIVARNO, ESMARA, LUPILU, CRIVIT, and SILVERCREST, with the transition already beginning in Kaufland locations. The move is being supported by a major international marketing campaign and updated in-store displays designed to increase visibility for non-food products.
The expansion marks a wider strategic shift in European supermarket retail, where large chains are investing more heavily in recognizable private label ecosystems across multiple categories.
More non-food brands arrive in Kaufland stores
Kaufland confirmed that products from SILVERCREST and CRIVIT have already started appearing in stores in recent weeks.
Additional brands including LIVARNO, ESMARA, and LUPILU are now being introduced progressively across the retailer’s European network.
The brands cover several major non-food categories:
- LIVARNO – home and furnishings
- ESMARA – fashion
- LUPILU – baby and children
- CRIVIT – sports and leisure
- SILVERCREST – kitchen and household
The retailer said the products will become a permanent part of the assortment rather than temporary promotional ranges.
Kaufland also stated that the new private label brands will gradually replace several existing non-food brands currently used across its stores, including Newcential, Spice&Soul, Switch On, Oyanda, Liv&Bo, and Kuniboo.
Campaign supports international rollout
The launch is being promoted through a large international campaign running across all Kaufland countries.
The campaign includes a television commercial built around the arrival of the brands in Kaufland stores. Updated displays and new signage are also being introduced to improve customer navigation and increase visibility for non-food categories inside stores.
Kaufland said the strategy is designed to create stronger customer recognition and clearer orientation within stores as competition in non-food retail continues to intensify across Europe.
The retailer also highlighted the growing importance of established supermarket-owned brands as retailers compete for customer loyalty outside traditional grocery categories.
Private label strategy expands across European retail
The expansion reflects a broader trend across European supermarket retail, where chains are strengthening private label portfolios beyond food and FMCG categories.
Non-food private labels are becoming increasingly important for supermarkets as retailers compete in apparel, homeware, kitchen products, sports equipment, and seasonal merchandise.
Kaufland pointed to the previous success of PARKSIDE, the DIY brand introduced in 2023, as evidence of strong customer demand for retailer-owned non-food brands.
The company said the combined customer reach of both Kaufland and Lidl provides significant visibility for these brands across European retail markets.
The Kaufland private label brands rollout will continue gradually across all Kaufland countries as the retailer expands its non-food strategy further.
