Lidl has redrawn the local consumption map
Long-awaited by residents, the supermarket is part of a strategy to modernize the retail offering of a town which, every summer,...
It was on October 15, 2025, that this supermarket opened its doors. Located at the Poste roundabout, the store underwent a major construction project for several months. The work reflected the brand's desire to integrate its LOF (Lidl of the Future) concept, prioritizing natural light, the use of sustainable materials, and increased energy performance.
The construction work did not only concern the structure of the building, a former Casino supermarket. Attention was also paid to landscaping and accessibility. With a 105-space parking lot, including spaces reserved for electric vehicles as well as infrastructure for cyclists, the site limited its environmental impact while fluidifying traffic around an axis that is congested during the summer period.
For decades, the retail landscape was dominated by two historical players with Intermarché (located in the craft zone) and Auchan (formerly Casino). The arrival of Lidl transformed this duality into a commercial triptych. This three-way competition now offers diversity to consumers, who testify: "The brand is among the best in France.
We find many private label products there that other supermarkets don't have, so it's very satisfying." A customer adds: "This has allowed many residents to find a job, but also to do their shopping at more affordable prices than in other stores."
Certainly, Intermarché and Auchan retain their specificities (traditional butcher shops, wide ranges), but Lidl stands out as an alternative thanks to its positioning as a quality discounter. By becoming the city's third supermarket, the brand captures a clientele that previously had to travel to Hyères or even further to find the German brand's products.
The store's footfall follows the city's demographic curve with two very distinct patterns of attendance. On one hand, the local clientele (winter and off-season). Thus, the store experiences peaks of activity at the end of the day (from 5:00 p.m. to 8:30 p.m.) and on Saturday mornings.
And, on the other hand, the tourist clientele (July and August) when the supermarket runs at full capacity. With the proximity of beaches and campsites, the footfall rate is estimated to be over 150% compared to the annual average. Morning slots, from the opening at 8:30 a.m., are particularly busy.
The brand adapted its staffing by recruiting about fifteen versatile team members from the opening to cope with this constant flow.
For customers looking to avoid queues, lunch break slots (1 p.m. to 3 p.m.) or mid-week remain the quietest times. By complementing the existing offering, the store has created local jobs and boosted the purchasing power of residents while meeting the needs of vacationers.
It is therefore a winning bet for the brand, which confirms its roots in Var.
Sam FELLAH (text and photo).