Do it yourself – with powerful support. With PARKSIDE, Europe's best-selling DIY brand, Lidl brings the spirit of home improvement into millions of households: with high-quality tools at the best Lidl price, the impact of campaign power featuring Hollywood icon Arnold Schwarzenegger, and the clear message: “You’ve got this.”
The cordless drill is ready, the shelf has been measured, the wood has been cut to size—now it’s time to get started. What was once just an idea becomes reality. Screw by screw, step by step. These are exactly the moments when PARKSIDE comes into its own: when people choose not to wait for help, but to take action themselves—with the right tool for every task.
Making do-it-yourself accessible to everyone: that is the guiding principle behind PARKSIDE. Since its launch, the DIY brand PARKSIDE—available at Lidl and Kaufland—has stood for high-quality tools with an outstanding price-performance ratio across gardening, workshop, construction and renovation. Over the years, the brand has been continuously developed, the range expanded, and the design modernised—strengthening customer trust along the way. Today, anyone who chooses PARKSIDE knows: whether workwear, garden equipment or tools—the products deliver on their promise. And they give everyone the satisfying feeling of having created something themselves.
Whether practical entry-level tools for a first project or high-performance equipment and accessories for passionate DIY enthusiasts or garden lovers: PARKSIDE is there whenever there is work to be done. For those who like to take matters into their own hands. For those who value quality and functionality in DIY—without compromising on price. With PARKSIDE PERFORMANCE, the brand also appeals to ambitious, advanced DIYers who expect particularly high standards in features and performance. To all of them, PARKSIDE says: “YOU’VE GOT THIS!”
"PARKSIDE makes Lidl the first choice in the DIY sector. This is made possible by innovative, high-quality yet affordable products, as well as our successful collaboration with our brand partners Arnold Schwarzenegger and Ralf Moeller."
How do you make a brand even more recognisable, accessible and inspiring? By bringing in support from someone who stands globally for willpower, confidence and determination. For our PARKSIDE campaign, we secured an exceptional brand ambassador in 2023: none other than action icon Arnold Schwarzenegger. He represents discipline, determination and responsibility—values that also drive PARKSIDE. As a bodybuilder, politician and environmental activist, he shows that great things can be achieved when you take action yourself. He embodies the “You’ve got this!” mindset perfectly. After all, he rose from bricklayer to bodybuilder to actor to Governor of California. Today, he is actively committed to implementing concrete environmental projects. And it is precisely this confidence—the belief that anything is possible—that he wants to pass on to our customers as a tool in its own right: “YOU’VE GOT THIS!”
To make this message even more visible, we further developed our campaign in 2025 and paired Arnold with a partner who also stands for strength and a hands-on mentality: his long-time companion, actor and Hollywood star Ralf Moeller. Together with PARKSIDE experts, he takes on a wide range of DIY projects—always with the message that, together, any project can be accomplished. All it takes is a good dose of motivation, good friends and the right equipment. In other words: PARKSIDE.
Our goal is not only to inspire customers with PARKSIDE, but also to empower them to realise their individual projects. Across our PARKSIDE channels—such as the website, social media platforms and the Lidl Plus app—we provide comprehensive content on gardening, construction, renovation and DIY. In this way, we turn our customers into true PARKSIDERS.
Since 2023, the brand has been available not only at Lidl but also at Kaufland. This has not only created an additional distribution channel, but also built a bridge between the two retail companies of the Schwarz Group. In this way, we reach even more enthusiastic DIYers and professional tradespeople, expanding our DIY community across Europe. And we demonstrate that do-it-yourself is more than just a trend. It is the empowering feeling of taking things into your own hands. That is exactly what PARKSIDE stands for.
