10,000-store German discount retailer Lidl is exploring a U.S. market entry.

Irish managers Kenneth McGrath and Kevin Proctor are investigating the feasibility of such a move which should be completed by the end of 2014, according to a report on Retail Week.

The company has overtaken rival Aldi in Europe and is looking to other markets to secure long-term growth. Initially, Lidl will focus on the East Coast market, which would allow the retailer to diversify its portfolio and benefit from a more favorable U.S. market. Aside from Aldi and SuperValu’s Save-A-Lot there is no significant direct competitor in the limited-assortment grocery arena.

Still, Aldi will have a clear advantage as it has been present in the U.S. market since 1976. Lidl will have to establish its product range, build a supplier base from scratch including product features, pack sizes, legal requirements, etc. In sum, the entry into the U.S. market will force Lidl to reinvent its proven European concept.

Lidl Report