With the opening of its 12th store, earlier this year, Lidl Malta reached another milestone in a journey that began in 2008 with three stores and 40 employees. Today the company employs more than 550 people and made more than 170 new hires in 2025 alone. However, the company’s long-term strategy extends beyond opening new stores.

In the latest interview on MeetInc, Malta’s fastest-growing business platform, we sat down with Owen Micallef, Lidl Malta Director to discuss the company’s growth, its relationships with Maltese suppliers, employee development, sustainability and the changing expectations of local consumers.

From the importance of consistent pricing to the opportunities created through international training and local partnerships, Micallef outlined how Lidl Malta is seeking to balance the scale of a global retailer with the needs of the communities it serves.

From Three Stores To A Nationwide Retail Operation

Lidl entered the Maltese market in 2008, opening its first three stores in Santa Venera, Safi and San Ġwann.

Today, the company operates 12 outlets across Malta and Gozo.

Reflecting on that journey, Micallef explained that expansion has been driven by a desire to serve growing communities rather than simply increase the number of locations.

“This journey wasn’t about covering the map, but it was a strategic decision whereby as the communities grew it was very fundamental for us to continue to grow in the market and offer the same service,” he said.

The company’s workforce has expanded alongside its physical presence.

“We started with three stores, now we own 12 stores,” Micallef explained. “We remember that we started with 40 people and today we employ over 550 people, so the scale is obviously massive.”

That growth has also brought changes to the retailer’s product offering, operational infrastructure and relationships with local businesses.

Micallef highlighted the advantages of operating within an international network spanning more than 31 countries, over 13,000 stores and more than 400,000 employees worldwide.

“Our backbone is obviously we are an international company,” he explained, noting that the organisation’s scale helps Lidl maintain affordable prices.

However, the challenge is ensuring that those international capabilities translate into a consistent experience for Maltese customers.

Value Beyond Price: Quality, Trust And Consistency

One of the strongest themes throughout the interview was Lidl Malta’s approach to customer value.

While affordability remains central to its business model, Micallef emphasised that consistency is equally important.

“One of our strong strengths is our consistency, consistency in terms of pricing, in terms of assortment, so you do not find different prices across different supermarkets across the island,” he said.

“What you find here in Qormi, you will find it also in Gozo, in Sliema, in Santa Venera.”

For Micallef, this consistency forms an essential part of the retailer’s identity.

“And that consistency is what makes us who we are.”

The principle extends beyond pricing to product availability, quality standards and the reliability customers expect when visiting a Lidl store.

However, Micallef was equally clear that maintaining consistency does not mean remaining unchanged.

“Consistency doesn’t mean that we don’t evolve,” he said.

That distinction has become increasingly important as Lidl Malta responds to changing consumer preferences.

When the company first entered Malta, introducing affordable international brands was a priority. Today, customers are also seeking a wider selection of locally produced goods.

For Lidl Malta, delivering value therefore involves maintaining competitive prices while adapting its assortment without compromising on quality.

Supporting Maltese Farmers And Local Suppliers

The growing importance of locally sourced products was another central topic during the interview.

Micallef explained that the retailer has responded to customer demand by introducing more Maltese products, including staple fruit and vegetables sourced locally.

“Over the years we have seen that the market started to ask us to introduce even more local produce,” he said.

“And this is what we have been doing over the years with the latest introduction of staple fruit and veg.”

An important part of this initiative is Lidl Malta’s collaboration with the Farmers Cooperation Society.

Through this arrangement, Lidl communicates its product requirements to the cooperative, which coordinates with different farmers to source the necessary produce.

“We give them our demand and then they source different farmers in order to satisfy our demands,” Micallef explained.

He added that the collaboration has helped ensure the availability of locally grown staple fruit and vegetables across the company’s 12 stores.

The relationship also provides farmers with access to regular demand.

“First of all, they know that with us they have a constant demand,” Micallef said, pointing to the thousands of Maltese consumers who visit Lidl stores daily.

The company currently works with more than 30 local suppliers, although Micallef indicated that it intends to expand this network further.

“Right now we are actively cooperating with over 30 local suppliers and the scope is to always increase,” he said.

However, he stressed that the expansion of local sourcing must remain aligned with Lidl’s operational requirements.

“First of all, we never compromise on quality, so quality remains fundamental for us,” Micallef explained.

He highlighted the importance of suppliers holding the required certifications and maintaining sufficient production capacity to serve all 12 stores.

This approach reflects Lidl Malta’s efforts to strengthen local partnerships while maintaining the standards customers expect from the retailer.

Sustainability And Responsible Business Growth

Sustainability is one of Lidl Malta’s five main strategic pillars, forming part of the wider approach guiding its long-term development.

For a retailer operating across Malta and Gozo, the topic intersects with sourcing decisions, operational efficiency and relationships with local producers.

During the interview, the environmental implications of local sourcing were raised alongside the growing consumer preference for Maltese products.

Asked whether customers increasingly value locally produced goods, Micallef agreed.

“Yes, I believe so,” he said.

“And that is why we are working so tirelessly in introducing more products.”

However, he emphasised that any expansion of the retailer’s product range must continue to meet its established standards.

“They need to be affordable. They have to have a certain standard in terms of quality,” he explained.

The retailer’s growing cooperation with Maltese farmers provides an example of how local sourcing can be incorporated into its broader business strategy.

Its investment in logistics infrastructure also reflects the importance of developing efficient systems capable of supporting an expanding store network.

While the interview did not detail specific environmental targets or sustainability projects, the discussion demonstrated how responsible sourcing and long-term operational planning form part of Lidl Malta’s ongoing development.

Community Engagement And Building Long-Term Relationships

Alongside its retail operations, Lidl Malta’s relationship with local communities remains an important part of its business approach.

Micallef explained that the company’s expansion has been closely linked to the development of the communities in which it operates.

Rather than viewing new stores as isolated commercial investments, the retailer has sought to extend its services as local demand grows.

Its relationships with Maltese farmers and suppliers also contribute to this local engagement, connecting the retailer’s national network with businesses and producers operating within the Maltese economy.

Throughout the interview, Micallef repeatedly highlighted the importance of long-term relationships.

“We are here for the long haul,” he said.

He explained that this approach extends across different areas of the business, including agreements with suppliers and the company’s relationships with employees.

For Lidl Malta, community engagement is therefore closely connected to maintaining a reliable local presence, supporting employment and developing partnerships that can continue over time.

The emphasis on consistency also plays a role in building trust with customers.

By maintaining the same prices and core assortment across its stores, the retailer aims to deliver a dependable experience regardless of location.

Over 170 New Hires In 2025 And A Focus On Career Development

Lidl Malta’s expansion has also been accompanied by significant investment in its workforce.

The company now employs more than 550 people and recruited over 170 new employees during 2025.

However, Micallef explained that the company’s employment strategy is not simply focused on filling positions.

Instead, the objective is to provide opportunities for employees to develop long-term careers within the organisation.

“When we hire, we hire with the person having a career with us in mind,” he said.

Micallef’s own professional journey illustrates this approach.

Having joined Lidl nearly 11 years ago as a District Manager, he subsequently progressed to Head of Sales before assuming his current role as Director.

“I came in as a District Manager, and then I moved up through the ranks, becoming then Head of Sales and now holding the role of company Director for Lidl Malta,” he explained.

Importantly, he noted that similar opportunities exist throughout the organisation.

“My journey is the same journey as many other people that work in the organisation,” Micallef said, referring to district managers who originally joined Lidl as part-time sales assistants.

The company has also received Top Employer Malta recognition for eight consecutive years, according to Micallef.

He attributed part of its approach to employee development to the training structures available through Lidl’s international network.

“Lidl has a structure in terms of continuous training which allows people to really exploit their full potential,” he explained.

The organisation also offers opportunities for employees to gain experience abroad.

Micallef highlighted the possibility of international transfers, allowing individuals to develop their careers across Lidl’s operations in different countries.

His own training included two years in Italy and a further year in Germany before taking on his current position.

For Micallef, exposure to different working environments provides valuable experience and helps employees develop a broader understanding of the business.

The Operations Behind Lidl Malta’s 12 Stores

Maintaining consistent product availability across 12 outlets requires considerable coordination.

During the interview, Micallef offered an insight into the work that takes place behind the scenes to ensure stores are ready when customers arrive.

“Every morning at seven o’clock we are fully stocked, so in reality the store for us doesn’t close,” he explained.

“We have night shifts in place that are constantly filling up the shelves so that when we open at seven o’clock in the morning, the shelves are ready to serve our customers.”

This operational structure is supported by investments in logistics and distribution.

In 2022, Lidl Malta invested in a new logistics hub, which Micallef described as an important part of the company’s ability to maintain product availability.

“In 2022 we also invested heavily in a new logistics hub which obviously ensures that we are able to every day have the freshest of produce on our shelves,” he said.

The investment reflects the infrastructure required to support a growing retail operation.

It also reinforces the company’s emphasis on consistency, ensuring that customers can expect reliable product availability across its store network.

Digitalisation And Product Diversification To Drive Future Growth

Looking ahead, Micallef made clear that Lidl Malta intends to continue developing its operations.

However, he emphasised that future growth will not be measured exclusively through new store openings.

“We obviously want to continue to grow. However, it’s not only about opening shops,” he said.

Digitalisation is expected to play an increasingly important role in the retailer’s strategy.

Micallef highlighted the continued development of the Lidl app and the recent launch of Lidl Points as examples of how the company is adapting its services.

“We are constantly evolving the Lidl app. We just launched Lidl Points now. It’s always evolving,” he explained.

Product diversification will also remain a priority.

Micallef noted that customer preferences have changed significantly since Lidl first entered the Maltese market.

“What the client wanted 18 years ago is different from what it wants today,” he said.

The company therefore intends to continue reviewing its assortment and introducing new products, particularly those sourced locally.

“We are always hoping for the next ten years to continue evolving and introducing new products, especially local products, in line with what the customers demand,” Micallef explained.

This approach brings together several of Lidl Malta’s strategic priorities, including customer value, local sourcing, digitalisation and long-term operational development.

A Long-Term Commitment To Malta

Eighteen years after entering the Maltese market, Lidl has developed from a relatively small operation into a nationwide retailer employing more than 550 people.

Its growth has been accompanied by investments in logistics, training, digital services and partnerships with Maltese producers.

Yet throughout the MeetInc interview, Micallef consistently returned to the importance of maintaining the foundations that have supported the company’s development.

From affordable prices and consistent product standards to long-term relationships with employees and suppliers, the retailer’s strategy is built around reliability and continued adaptation.

“We are here for the long haul,” Micallef reiterated.

As Lidl Malta looks towards its next phase of growth, its priorities extend beyond the number of stores it operates.

Sustainability, community engagement, workforce development, digitalisation and the delivery of consistent customer value are all expected to remain important considerations.

For Micallef, the objective is to ensure that Lidl Malta continues to evolve alongside the customers and communities it serves, while maintaining the standards that have defined its presence in Malta, since 2008.

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