To avoid using “Schwarzmarkt,” which means black market in German, Schwarz purchased the rights to the Lidl name for 1,000 Deutsche Mark, about $500 at the time, according to the company. Schwarz modeled his Lidl stores after the discount supermarkets Aldi Sued and Aldi Nord, which sell a limited assortment of goods at low prices. Aldi Sued is owned by Karl Albrecht, Germany’s richest man.