The German discount chain, Lidl, is setting its sights on Denmark.
According to the Danish TV2's Finance programme, the discount chain will initially establish 10 shops in Jutland and Funen. The aim is to set up 100 stores throughout Denmark which has almost 1,000 discount outlets. Lidl believes it can take 10% of the discount market.
The Danish supermarket industry expects Lidl's arrival in Denmark to spark a price war. Lidl is known for its rapid expansion and rock bottom prices. When the chain recently opened up in the Finnish market, prices for staple good fell by 10%.
Lidl operates 4,200 stores around the world and has the largest network of discount stores in Europe.