Lidl has slowed its roll and scaled back the projected pace of expansion since the heady days of summer 2017 when it opened its first US stores amid projections it would close out 2018 with more than 100 in place. But the company doubled-down on its commitment to the US Friday when it announced the second major addition to the Lidl US leadership team in the last 9 months.

The company appointed Roman Heini as Chairman of Lidl US, effective March 1. In October, Heini left rival Aldi, where headed up that company’s UK efforts, to join team Lidl, surely with an eye on making the move the US. Heini joins fellow expat Johannes Fieber who was named President and CEO of Lidl US just last May, after serving as CEO of Lidl Sweden.

Both men will focus on growing the company’s presence along the East Coast, which will include the integration and re-bannering of the 27 Best Market stores Lidl acquired late last year.

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