Aldi starts an offensive in Poland
Wpis dostępny jest także w języku: polski
The German discount chain Aldi intensifies its development plans on the Polish market. By the end of 2022, the company intends to triple the number of stores opened in Poland, says Oktawian Torchala, CEO of Aldi in Poland.
Aldi is betting on expansion all over Poland
The dynamic development and image changes of Aldi in Poland started already in 2019. These include the presence in social media, a record-breaking marketing campaign in the country or the opening of regional offices in several large cities. Now the time has come to increase the number of shops. The plans are ambitious, as the number of shops opened in Poland is to triple by the end of 2022.
Aldi is considering taking over the existing stores as well as building from scratch. The condition is that the area of plots and premises should not be smaller than 800 sqm. What is important, the expansion is to cover the whole Poland. This is a significant change in the strategy of the company, which so far has been developing mainly in the voivodships where it was already available. This meant the southern, central and western part of Poland.
Dynamic sales growth and private labels
Aldi is one of the four major discount chains in Poland, next to Biedronka, Lidl and Netto. Its market share is the lowest of the four, which is related to the lowest number of stores (about 140). According to PMR data, however, Aldi’s sales growth rate is the highest among the chains in this group.
The German chain has been present on the Polish market since 2008. The company’s Polish branch is part of Aldi Nord, which is also responsible for branches in northern Germany, Luxembourg, the Netherlands, Belgium, Spain, Portugal, France and Denmark. Initially, the concept of Aldi’s store in Poland was the closest to hard discount, but in 2018, the modernisation of all the outlets was carried out, associated with the introduction of the new concept. The modernized stores are characterized by a wider range of fresh products and new fruit and vegetable and bakery stands. However, the share of private labels is still much higher in Aldi than in other discount chains.