Lidl is a German supermarket chain that has operated stores in the U.S. since 2017, including one in our area, which explains why we get a Lidl circular every week. This appeared in the one we received today:
In British lingo, “kit out” means equip or outfit. The first two citations in the OED are from 1961 and 1962, respectively:
- Kingsley Amis, New Maps of Hell: “There are cases on record of writers having to kit out contemporary narratives with aliens and space-ships in order to make a sale.”
- The Guardian: “A child can have ten days skiing for under £25 and be kitted out by Moss Brothers into the bargain.”
I covered American “kit out” in 2016 and discerned a “trendlet.” The Lidl circular suggests it might be growing into a full-fledged trend.
It’s interesting, by the way, that the product advertised should be an electric kettle — ubiquitous in Britain, quite scarce in the U.S.