Brand Value: US$12,893 million
Year formed: 1913
Aldi is one of the world’s original discount supermarkets and has been a leader in taking the concept beyond Germany to the rest of the world. The business has its origins in a store in Essen founded by the mother of brothers Karl and Theo Albrecht. The brothers took over the family business and in the 1960s introduced the Aldi name, and divided the business in two, Aldi Nord and Aldi Süd. To customers, the stores operated by the two divisions are indistinguishable; they focus on offering high-quality produce at the lowest possible prices, with an emphasis on everyday essentials to help customers get their shopping done quickly, cheaply, and then get home to their families. Aldi buys in large volumes, which enables them to pass on sizable discounts to customers, and more than 90 percent of Aldi products are Aldi exclusive brand products, and each week, Aldi stores offer a changing range of special food and non-food items, ranging from small kitchen appliances to furniture and gardening tools, known as “Aldi Finds”. Stores offer only the basics – no banking or pharmacies, as other supermarkets tend to offer, and the brand spends very little spend on advertising – to keep the model lean and focus on delivering savings. Stores are being updated, however, to improve lighting and make the shopping experience less utilitarian. Together ALDI Süd and Nord have over 10.000 locations all over the world with annual sales of over 50 billion euros. The business remains privately owned.