Aldi Goes Modern!

Aldi chair 2.jpgGerman 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.)

Aldi eamesThis 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.



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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.