Aldi (Germany)

German retailer Aldi has led the rapid growth of the so-called "hard discount" sector in the European retail industry, stripping out all unnecessary costs in order to sell a selection of high-volume own-label products at rock-bottom prices. Despite its stripped-down offering, Aldi has developed an unlikely position in Germany as one of the country's best-loved institutions, frequented by wealthy bargain-hunters as well as the less well-off. The group also has an extensive global profile, with operations as far afield as the US and Australia, as well as other European markets. However it has yet to replicate its success in Germany in those markets, and has been overtaken in several countries by arch-rival Lidl. Advertising Age estimated global measured advertising expenditure of $374m in 2007, making Aldi the world's #92 advertiser. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets..

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The Adbrands Company Profile of Aldi summarises the company's history and current operations. Subscribers may access the following website links:

Aldi website

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