ALDI is a leading worldwide discount supermarket chain based in Germany known for its small store format and selling a limited assortment of private-label products at heavily discounted prices. Brothers Karl and Theo Albrecht opened the first store in 1954 and by 1960 had built the brand into a chain of 300. Today it is one of the world’s largest privately-held companies with almost 10,000 stores in 18 countries. It is split into two separate operating companies ALDI Nord and ALDI Süd. In the United States ALDI Nord operates the specialty grocery chain Trader Joe’s and ALDI Süd operates under the ALDI name.
A key part of the company business model is to offer a limited product range of about 1,400 items per store, far below the over 30,000 items offered by a typical supermarket. This allows them to focus on products in which its customer base is especially interested. While the company used to only provide a bare-bones shopping experience, ALDI has evolved into a grocery store that combines contemporary design with on-trend merchandise, using its carefully crafted discount model to its advantage. Customers can buy almost everything they need at ALDI, from fresh produce and meat to wine and beer to even a selection of home goods. Now, shopping at ALDI is an experience, and its discounted selection is not just for the budget-conscious customer.