Aldi is a multi-billion dollar global company that is a collective brand of two chief global discount supermarket chains, but it was originally began with a single grocery store in Essen, Germany. The company’s first store was called Karl Albrecht Spiritousen and Lebensmittel grocery store, was opened by Karl’s and Theo’s mother in 1913 (Aashish, 2018). In 1946, Karl and Theo Albrecht took over their mother's grocery store and led the company global. However, the brand was split into two in 1960 after Theo and Karl Albrecht split over a dispute on whether to allow their stores to sell cigarettes. Karl Albrecht owned and operated Aldi Nord which is now present in north Germany, Denmark, France, Poland, the Benelux countries and the Iberian Peninsula, while Theo Albrecht owned and managed Aldi Süd which is now present in south Germany, Ireland, the United Kingdom, Greece, Switzerland, Hungary, Austria, Slovenia and Australia (Aashish, 2018). …show more content…
Aldi is a privately held company and it does not permit any distributor to use Aldi marketing materials or brands for non-Aldi institutions. Aldi has become renowned for its “everyday low prices” policy and has successfully made itself as one of the most reputable retailers in the global business market by offering high quality products and excellent value for customers. Aldi's core purpose is to provide customers with the products they regularly buy and ensure that those products are of the highest possible quality at guaranteed low prices (Aldi,