Robertus has been working for Lidl Portugal for 12 years in the position of Non Food Director and General Director Private Label. His experience allowed him a deep insight into the development of the private label in the Portuguese market which exploded within 20 years from almost nothing to one having almost the highest market share in the world. He has a deep understanding and know-how from practice of retail strategies followed by discounters, supermarkets and hypermarkets.
He was responsible for the strategic repositioning of the Lidl private label in 2007 as it decided to substitute the basic private label for a product quality equal to the national brands. This resulted in a stronger performance and market leadership in many categories. He also held responsibility for numerous in-out actions of private label products and the successful launch of the premium private label Deluxe in Portugal. After leaving Lidl he started his own consultancy offering his services to retailers, manufacturers (food and packaging) and companies in the service sector. Robertus speaks fluent Portuguese (native), Dutch (native), English and German.
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