“Aldi invented the discount”, according to the marketing and communications director of Aldi France

More than 100 years after its creation, the German hard-discount supermarket brand aims to be ambitious. With already 1,300 stores in France, and 600 more in the next ten years. Inflation, unlike its competitors, is its best ally.

The Aldi brand was born in Essen, Germany, in 1913. “Aldi is the inventor of discount, explains Anne-Marie Gaultier, marketing and communications director of Aldi France. It is a family business designed by the Albrecht brothers, Aldi being the contraction of Albrecht and Diskont (discount).”

It was originally a grocery store. After the war, inventors implemented very low prices in small areas, with products left in boxes on the shelves, which saved labor.

Aldi arrived in France in 1988, and today has 1,300 stores in France. The goal is to have 1,900 in 10 years. The expansion is continuous. In Paris, the brand had two stores; she will exceed twenty this year.

Inflation attracted consumers

If inflation has weighed on the activity of many companies, it has on the other hand boosted the attractiveness of Aldi. Who can continue to offer low prices by removing all the sidelines : no music in stores, areas of less than 1,000 m2, products in boxes, without set-up.

With its low prices, can the brand really offer quality? “Yes, assures Anne-Marie Gaultier, with 100% French for the meat, for the milk. In total, 78% of the products sold by Aldi are French.”

Aldi and the farmers

During the mobilization of farmers at the start of the year, Aldi centers were targeted or blocked. “We already pay our producers the right price, defends the marketing and communications director. For her,“the farmers’ anger was directed not towards Aldi, but towards brands which have purchasing centers located outside France”.