Lidl’s middle aisle, renowned for its unique inventory including anything from power tools to inflatables, is particularly popular among men, according to one of the supermarket’s execs.
The ‘Middle of Lidl’ has a “large male following”, Lidl's GB chief executive Ryan McDonnell said, as he told the BBC: “We often get partners at odds with each other because men have disappeared up the aisle and are buying things they maybe already have.”
