At an event in New York Tuesday night, the much-hyped German retailer offered a taste of its low price, quality goods and previewed its strategy to stand out in the U.S.

By the end of 2018, Lidl plans to have 100 stores operating up and down the East Coast. Sites from New Jersey to Georgia have already been secured for the new stores. When all those stores are operational, Lidl USA will have about 5,000 employees working at those stores and three distribution centers. Currently, about 1,400 jobs have been filled.

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