Maidstone Mums: The new Holy Grail

 
Oliver Smith
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RONNY Gottschlich, managing director of Lidl UK, described the discount retailer’s growing number of core shoppers as Maidstone Mums. “The Maidstone Mum is someone who probably previously would have thought, I can’t be seen in a Lidl store. Those Maidstone Mums are no longer afraid of being seen in a Lidl store,” he said. But how accurate is Gottschlich’s claim? According to the women of Maidstone in Kent, he’s spot on the mark. “To start with I was a little uncomfortable – I always thought it was cheap and cheerful, and up until then I had always shopped in Waitrose and Sainsbury’s,” said Helen Swan, former president of the Farleighs Womens Institute (WI) in Maidstone. “But I found I would keep bumping into people I knew, I started thinking… everyone I know shops here.” Swan says Lidl is an increasingly popular destination for the so-called Maidstone Mums. “I shop in Lidl regularly, my daughter shops there, and lots of fellow WI members shop there too.”

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