Aldi Launches Private Brand Smart Phone

Aldi phone front

Following the success of the Private Brand Medion tablet in the UK, Aldi has introduced an affordable Medion smartphone as one of its twice-weekly Special buys on Thursday, August 7th.

The new “Smartphone Medion Life E4001” phone is described as “a stylish touchscreen phone that’s big on features”. Key features of include a 4″ touchscreen, the latest Android platform, a 2.0 megapixel integrated camera and much more. In addition to features, Medion smartphone users will have access to over a million apps and games on Google Play as well as a variety of pre-installed apps.

aldi smartphone 1Aldi’s Medion Smartphone retails for £79.99, the same price as their value focused tablet the Lifetab. The new phone is expected to drive significant traffic as last year’s introduction of the Lifetab sold out within 24 hours when it was released just before Christmas.

In addition to the smartphone, Aldi has released another Medion product, this time for its younger consumers. Priced at £79.99, Aldi has introduced a 7″ Kids’ Tablet, available in green, blue and pink.


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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.