Aldi Nord and Aldi Süd are making an important step in their reconciliation: the Albrecht brothers’ discount stores are harmonizing their offer. By 2020, existing home brands will be systematically merged. At Aldi Süd, the Topstar soda brand will be replaced by River cola, which until now was sold only at Aldi Nord. Conversely, Aldi Nord’s Milsani yoghurt will give way to Milfina, reports the German magazine Chip.
By 2020, standardization should be finalized. The aim of this operation is to reduce costs and generate economies of scale through joint purchasing: for some categories of products Aldi Nord will buy for both brands from ‘its’ private label supplier, while for other products it is Aldi Süd who will make the purchases at the group level. Both brands nevertheless point out that their purchasing departments remain separate.
By the end of 2020 at the latest, the two discounters will also propose their weekly promotions and non-food offer in common, at least on the German market. However, there does not seem to be any question for the moment of a complete merger of the two companies.