Lidl Appoints Dane Jesper Hojer as New CEO, Sven Seidel Steps Down

Lidl Appoints Dane Jesper Hojer as New CEO, Sven Seidel Steps Down

NECKARSULM, GERMANY – Strategy continues to be top-of-mind for German retailer Lidl, and is the direct resultant of the company’s most recent executive shakeup. After only a couple of years as CEO, Sven Seidel has stepped down from the position, leaving the company to promote Dane Jesper Hojer to the role. 

Sven Seidel, Leaving CEO, Lidl (Photo: Markus Hintzen for Manager Magazine)The Schwarz Group, owners of the chain, stated that Seidel left the company over to “different views of strategic business,” and also disclosed that the split was consensual. Seidel served in this position since 2014.

Dane Jesper Hojer, Incoming CEO, Lidl (Photo Source:

Serving Lidl for over 10 years, Hojer brings a variety of leadership acumen to serve in his new role. Hojer was previously Head of Business for Lidl’s Belgium operations, where news source CPH Post Online reported that he increased revenue by 59 percent. Most recently, Hojer served as Head of Lidl’s International Buying Operation.

This is the second time the company has parted ways with its executive leader over differences in strategy. Seidel’s predecessor Karl-Heinz Holland, who served as CEO for roughly six years, also left the company due to “unbridgeable” future strategy differences, according to Handelsblatt Global.

Reuters noted that rumors of Seidel’s position in the company have swirled since last year. The executive shift has been implemented effective immediately.

So, where is Lidl reportedly heading next? With a launch on U.S. soil happening soon, a new format, and reported investments planned for its German branch network in the works, it looks as though the right strategy will continue to be preeminent for the growing retailer.

Will these strategy-minded decisions make a difference? Stick with AndNowUKnow as we continue to report on all things buy-side.