Luxembourg: Aldi gets a makeover and focuses on fresh products
Discount Retail Chain Aldi Luxembourg (German family owned) wants to develop the care of the store base on the basis of its last reopening in Dudelange, with an emphasis also on convenience products and meat.
Offering a facelift to its first supermarket on the occasion of its 30 years of presence in Luxembourg, the symbolism is strong for Aldi and its point of sale in Dudelange, but it does not stop there: “This new concept is a development that will take place gradually over the next few months for all of our stores, ”announces Pierre-Alexandre Rocour, Managing Director of the banner, with a smile.
The customer journey therefore begins with a fresh fruit and vegetable market, next to which prepared meals and other salads to take away (“chilled convenience”) take their place on the shelves just before a space dedicated to fresh meat. However, the Renmans butcher remains attached to this establishment, like all 17 Aldi in Luxembourg. “This is something that was discussed with Renmans”, assures our interlocutor for whom the offer is complementary: “With prepackaged meat, customers thus have an additional choice without necessarily having another passage at the checkout, all the world can find what it is there for ”. In the bakery department, Aldi claims three times more references than in Belgium, with an emphasis on Luxembourgish and also Portuguese specialties. Next come fresh products such as cold meats, including the Cobolux brand, then other Luxembourg suppliers are making their way on the shelves, such as Munhowen and Luxlait for example. In total, Aldi has 230 Luxembourg references out of the 1,700 items in its range. This covers 1,360 m2, twice as much as before the closure of the Dudelange store last August. Luxembourgish roots promoted “30 years ago the assortment was a cut and paste of what customers could find in Germany or Belgium. But for several years now, Aldi has had the firm desire to be a Luxembourg player in mass distribution, ”explains Pierre-Alexandre Rocour.
“The number 1 in the market, Cactus, has a particular weight: it is the Luxembourg brand par excellence. For us, this represents an ideal not to be achieved but an ideal towards which we must strive”, says Pierre-Alexandre Rocour, Managing Director of Aldi in Luxembourg.
He does not hide it, his main competitor is Lidl, a hard discounter turned smart discounter with a modernization of its range and its points of sale. “The number 1 in the market, Cactus, has a particular weight: it is the Luxembourg brand par excellence. For us, this represents an ideal not to be achieved but an ideal towards which we must strive, ”says our interlocutor.
Aldi also has 10% of branded products, a formula decided to "evolve with the needs of the customers", in the same way as the local products. “Our DNA remains superior quality at low prices”.
The brand has 17 stores in Luxembourg, and aims for one more by mid-2022 for the opening of Beggen. At the end of 2023 or the beginning of 2024, the Marnach store should move to a new shopping center next to the current point of sale.
The chain with 180 employees does not consider the network complete with 18 locations: it says it is attentive to demographic changes in the country. "We have an objective of proximity: that every inhabitant in Luxembourg can have an Aldi within 15 to 20 minutes of driving from his home and, possibly, a store in the city center of Luxembourg". To the question of knowing when this potential implantation will become reality, time is for reflection. "To see if this goes from the possible to the achievable", concludes the Managing Director cautiously.
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