Lidl plans major telecom expansion: targeting up to 30 countries through 1Global partnership

German group Schwarz Group, which owns Lidl, is preparing a major expansion into telecommunications, aiming to launch mobile services in up to 30 countries. The announcement was made on April 13, 2026, according to Ziarul Financiar, after the information was initially reported by Financial Times.

As part of this strategy, Schwarz Group has acquired a 9.9% stake in 1Global, in a deal estimated at approximately €80 million.

From prepaid to a global digital operator

Through this partnership, Lidl aims to expand its Lidl Connect service from three markets (Germany, Austria, and Switzerland) to a much broader scale. The company will not build its own infrastructure but will operate as an MVNO (mobile virtual network operator), leasing capacity from existing telecom operators.

“This partnership allows us to become active as a mobile virtual network operator,” said Julian Beer.

The new strategy involves moving beyond simple prepaid offers to a model with greater control over pricing, technology, and customer relationships, based on eSIM technology and flexible services without long-term contracts.

The role of 1Global and technological infrastructure

1Global will provide the technological platform and act as the exclusive partner for Lidl’s mobile services. The company already has agreements with operators in 12 countries and plans to expand to over 30 markets.

Founded in 2022 by Hakan Koç and Pyrros Koussios, the company holds telecom licenses in more than 40 countries and has acquired the assets of Truphone. Its valuation is estimated at around $800 million, according to Handelsblatt.

Competition from outside the telecom industry

Lidl joins a growing wave of non-telecom companies entering this space, including Revolut, Klarna, and N26. The strategy follows the same logic: low-cost mobile services, contract-free, aimed at increasing customer loyalty and diversifying revenue streams.

According to Kester Mann, Lidl’s expansion will intensify competition for traditional telecom operators.

Romania, a challenging market for MVNOs

Although Lidl operates around 400 stores in Romania, the local telecom market has proven difficult for virtual operators.

The case of Lycamobile is relevant: the company exited the Romanian market in 2023 after losses of approximately RON 60 million. According to ANCOM, all MVNOs combined held just 0.2% market share, with fewer than 50,000 users.

Industry experts point out that low average revenue per user (ARPU) and aggressive price competition make it difficult for new entrants without infrastructure.

However, Lidl could benefit from a key advantage: its extensive retail network and the existing Lidl Plus user base.

Photo: Libertatea