Deluxe Luxe Stol

Deluxe is a premium private label brand owned by the German retail giant Lidl. It was created to provide gourmet and high-quality seasonal food products at affordable prices. The brand is particularly prominent during holiday seasons such as Christmas and Easter, offering specialized items like this 'Luxe Stol' (a traditional fruit loaf with almond paste).

Manufacturing for Deluxe products takes place across a vast network of suppliers, primarily located in Germany and other European countries, depending on the specific product category. As a Lidl house brand, the ultimate ownership lies with the Schwarz Gruppe, based in Neckarsulm, Germany, which manages the global distribution through its extensive supermarket network.