It’s their name, not our’s, but it seems to fit. Aldi, the deep discount grocery chain that is now the third largest supermarket chain in the U.S. by number of store locations, has introduced a limited line of holiday apparel in its U.K. stores and it begs the question: will it get more serious about expanding beyond food and such and into general merchandise categories like clothing and home? It’s a legit question and it’s got to terrify competitors like Walmart and the dollar stores as it is no doubt taking share from them in food. Aldi’s format is a variation on its larger cousin, the warehouse club, and we know how well those guys do non-food. Thinking Aldi (and distant relative Lidl) won’t look at expanding into general merchandise is just plain Stupid.
Here’s more details and my take on this from Forbes.com: https://www.forbes.com/sites/warrenshoulberg/2021/11/23/will-aldi-go-beyond-just-groceries/?sh=122e1187859f