Lidl Discount Grocery Sets Opening For Parsippany Area Location

PARSIPPANY, NJ — Lidl, a German discount grocery store giant, will open its first outlet in Morris County this week.

The grand opening of Lidl's newest shop, located at 191 East Hanover Avenue in Morris Township, is scheduled for Wednesday, Sept. 13, according to the store's website.

In addition, the first 100 customers in line before that ribbon cutting will get a Lidl’s gift card worth anywhere from $5 to $100, the company said. All shoppers at the Lidl store on its grand opening day can sample Lidl’s award-winning assortment and take advantage of special giveaways, officials said.

"Grand openings are a big deal, so we’re giving you big deals on our favorite items. Come for the fun, stay for the savings," the company continued.

Lidl also recently purchased the Super Foodtown property on North Beverwyck Road.

In 2021, the Parsippany Planning Board approved an application from the supermarket chain Lidl for a proposed new supermarket on the site currently occupied by the 30,600-square-foot, family-run Super Foodtown.

According to property records, Lidl US Operations LLC purchased the building from the property's owner, Holly Gardens LLC, who leases it to Super Foodtown. The sale was completed in March 2022, and the site was purchased for nearly $7 million.

Although the purchase is complete and Lidl now owns the building, Roberto Laracca, who runs the store as a family business within the Foodtown cooperative grocery chain, told Patch in April that Foodtown would still be open for roughly another year.

The new store is located at 191 E. Hanover Ave., Morristown, and is part of Morris Marketplace, a 140,000-square-foot shopping center that opened its doors to the public earlier this summer.

The East Hanover Avenue attraction, which has been in the works for four years, will also include an outdoor play area and splash pad, which local leaders hope will entice families to visit the community and shopping center.

To date, 28 businesses have leased commercial space, with 17 of them already operational. Retailers include Starbucks, AT&T, Orangetheory Fitness, Tropical Smoothie, Restore Wellness and Cambridge Wines and a variety of eateries, shops and businesses.

Lidl will be open from 8 a.m. to 9 p.m. every day. It provides high-quality vegetables, meat, baked goods, and household products, with new deals released every Wednesday, according to the firm.
The first modern Lidl store opened in Ludwigshafen, Germany, in 1973.

At the time, the small business had three employees and approximately 500 products, marking the beginning of its now-global expansion. The company began opening stores outside of Germany in the 1990s, and within a few years, they were all over Europe.

Now, Lidl operates in 32 countries and employs more than 341,000 people globally, according to the company's website.