German discounter Aldi has launched a promotional “Special Buy” private brand furniture collection in Australia. Aldi’s Designer Living Room Range includes a floor and a table lamp, a console table, shelves, entertainment units and a lounge chair each of which are inspired by high-end designer furniture. The chair above is inspired by Charles & Ray Eames and sold for AUD349. A Charles & Ray Eames original would retail for AUD8,000.)
This comes only weeks after Aldi UK began selling pairs of iconic Eames inspired chairs for £39.99 – a fraction of the £339 it costs to buy a single authentic chair. The retailer is advertising “a pair of retro-style Eiffel chairs” on its website in the UK for £39.99 – the latest in a string of replica designs sold at heavy discounts by the budget supermarket chain.
The moves represent Aldi’s continuing push to differentiate and win outside of the low margin categories it is known for. In the process it challenges a whole new set of retailers ranging from Ikea to Muji.