Aldi, the discount supermarket chain, has built a strong and growing fan base. It’s on track to open over 225 new stores this year, positioning itself as a low-cost alternative to traditional brands. You’ve probably heard their former slogan: “Like brands, only cheaper.” That’s the heart of their business model—offering private-label products that resemble national brands, but at a lower price.

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About the authors
Sara M. Bauer
Stephanie Smiertka Riley