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Italy: Aldi’s New Era: "Back to Basics," Enhanced Efficiency, and over 85% Private Label

Discount Retail Chain Aldi Italy entered the Italian retail market eight years ago, Aldi is launching a new commercial phase that returns to the core of its discount roots: a streamlined selection, everyday low prices, high-quality fresh produce, and a strong private label identity. Corradomaria Vella, Head of Commercial at Aldi Italia, discusses how this "Back to Basics" strategy aims to reduce complexity, boost efficiency, and establish Aldi as a premier shopping destination.


Entering a New Phase of Maturity in Italy

Q: Aldi seems to have reached a new level of commercial maturity in Italy. What key strategies are you using to make the format more recognizable, efficient, and competitive?

Corradomaria Vella: We have officially entered a new chapter. After spending our initial years building our presence and strengthening relationships with customers, suppliers, and local regions, our focus is now on making the Aldi model highly competitive.


Our "Back to Basics" philosophy updates the original discount formula invented by Aldi over a century ago. In practice, this means:

  • A highly curated, compact assortment.

  • Guaranteed lower prices every single day.

  • Simplified store layouts, clearer communication, and streamlined merchandising for a faster shopping experience.

To prove our commitment to long-term affordability, we have permanently lowered prices on over 1,000 products—representing half of our total assortment.


Assortment and Brand Identity

Q: Which categories best represent Aldi's commercial identity in Italy today?

Vella: Our assortment is the core of this transition, built on three pillars: affordability, quality, and Italian origin.

  • Fresh Produce: Fruits, vegetables, meats, and dairy remain our primary calling card.

  • Non-Food Items: This segment is becoming highly strategic. We have placed non-food items at the center of the customer journey and dedicated more than half of our promotional flyers to them.


Ultimately, the modern shopper wants efficiency. They want to find everything they need quickly and at the best price, making Aldi their primary grocery store.


Sustainable Pricing vs. Short-Term Promotions

Q: In a market where household budgets are strained, how do you build a pricing policy that remains credible over time rather than just relying on short-term promotions?

Vella: This is the core shift in our strategy. Keeping an "Everyday Low Price" promise requires an incredibly lean operational model. We achieve this through:

  • A compact product selection.

  • Streamlined logistics.

  • Strict supply chain cost controls.


Unlike traditional supermarkets that rely on high-pressure promotional cycles, we offer a consistent price advantage on comparable items. Customers don't have to hunt for deals; they know they will find value every day. We are launching an authentic, ironic marketing campaign at the end of June to communicate this philosophy.


Balancing Selection and Customer Needs

Q: Aldi operates with a tighter selection than traditional supermarkets. How do you balance shopping simplicity with meeting diverse consumer needs?

Vella: Simplicity is our greatest strength. We have capped our core selection at 2,000 high-turnover products. Our buyers use market data and customer feedback to meticulously curate every item. High turnover ensures maximum freshness, operational efficiency, and cost leadership, which we pass directly to the customer through lower prices.


The Power of International Scale

Q: What structural elements—such as scale, logistics, or supply chain—allow you to maintain everyday low prices?

Vella: Our model succeeds because our operational moving parts work in harmony. Aldi leverages a massive international scale developed in competitive markets like the US, the UK, and Australia. This global presence grants us immense purchasing power and advanced supply chain optimizations. Our goal is to eliminate unnecessary costs, and technological innovation will play a major role in driving further efficiency.


The Role of Private Label and Italian Sourcing

Q: What is the current share of private label products at Aldi Italia, and how has it evolved?

Vella: Private label is our identity, accounting for over 85% of our entire assortment. It allows us to directly control quality, recipes, packaging, and innovation.

Crucially, about 80% of our food products come from Italian suppliers, whom we view as strategic partners. Lines like "Regione Che Vai" and "I Colori del Sapore" demonstrate that our private label isn't just a budget alternative; it is a vehicle for authentic, accessible, and locally sourced quality.


Meeting Fresh Food Expectations and Trends

Q: Fresh food is vital to Italian consumers. How does it fit into your commercial strategy, and how do you incorporate new food trends?

Vella: Fresh food is the anchor of our stores. We offer up to 130 seasonal fruit and vegetable items, backed by audited supply chains and traceable origins. Customers encounter our fresh selection as soon as they walk in, followed immediately by Mediterranean staples like pasta, oil, and sauces.

While our core selection is highly rationalized, we actively adopt modern food trends by integrating items like skyr, kefir, plant-based products, and pinsa. Additionally, our high-volume "In & Out" temporary weekly specials bring excitement and variety without overcomplicating our permanent inventory.


Partnerships with Italian Suppliers

Q: What does Aldi offer to Italian suppliers, and what do you expect from them?

Vella: We look for partners who value consistent quality, reliability, and sustainability. In return, Aldi offers long-term stability, predictable volumes, and global growth opportunities. Having worked in Global Sourcing, I have seen many Italian companies expand into international markets through Aldi’s global network.


Rethinking the In-Store Experience

Q: How does the physical store build customer trust and reinforce your focus on speed and simplicity?

Vella: The store is the physical manifestation of our brand promise. We have completely overhauled our layouts to optimize the shopping experience:

  • Aisles have been widened and spaces optimized to accommodate high-volume shoppers.

  • Clear vertical product blocks and fluid paths make navigation intuitive.

  • The first aisle is strictly dedicated to daily Italian staples.

  • Non-food sections have been given central, highly visible placement.


Strategic Priorities for 2026

If forced to distil Aldi Italia’s focus for 2026 into three core priorities, they are:

Priority

Strategy

1. Price

Proving that "Everyday Low Prices" can be a permanent, sustainable promise in a market heavily reliant on temporary promotions.

2. Quality

Maintaining uncompromised standards across products, supply chains, and the in-store environment.

3. Trust

Building long-term customer loyalty through transparency, reliability, and execution.


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