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Aldi takes on Lidl and Greggs with launch of ‘Aldidas’ clothing range

Aldi’s new range of hoodies  (Aldi)
Aldi’s new range of hoodies (Aldi)

Discount supermarket Aldi has joined the likes of retailers Lidl and Greggs with the launch of its own branded clothing range.

The range, dubbed ‘Aldidas’ by social media fans, features hoodies, joggers and trainers and promises to “make wearers the envy of the middle aisle and beyond.”

“Our lawyers may have said no to our new range name but they can’t blame us if you say it anyway,” Aldi UK said in a tweet.

Aldi has become the latest retailer to cash in on its brand power by dipping its toe into the fashion world.

In August, bakery chain Greggs partnered with Primark to launch its own range of ‘festival’ clothing, including bucket hats, clogs and hoodies, while in 2020, shoppers scrambled to get a pair of Lidl’s £14 own-brand trainers, with the blue and yellow shoes being sold on for as much as £450 on eBay.

The range will be available to buy online from the 20th of November and will be sold at Aldi stores from 24th November.

Aldi’s new shoe range (Aldi)
Aldi’s new shoe range (Aldi)

It comes after Aldi became the fourth largest supermarket in the UK for the first time as cash-strapped shoppers try to counteract the cost of living crisis.

Figures from data company Kantar found that Aldi’s market share rose by 1.2 percentage points over the last three months, meaning it has overtaken Morrisons to infiltrate the country’s so-called ‘big four’ grocers.

Aldi UK & Ireland CEO Giles Hurley said: “Shoppers are prioritising value like never before and voting with their feet by choosing Aldi over full price traditional supermarkets. “We are doing everything we can to make food shopping as affordable as possible for millions of households... without compromising on quality.”

Kantar’s figures showed that grocery price inflation hit a new record of 12.4% in August, adding £571 to the average annual grocery bill. Milk, butter and dog food had jumped up especially quickly at rises of 31%, 25% and 29% respectively.

Discount grocer Lidl, which published its financial results at Companies House on Thursday, is rolling out another 15 stores between now and Christmas at a remarkable rate of virtually one every other day. Two of those are in the London area at Borehamwood and East Acton.

Less than three decades after the then unknown German-owned store chain opened its first UK branches in September 1994 there are few corners of the nation that its breezy blue red and yellow logo has not reached. Next year its store estate will pass the 1000 mark.