Aldi building presence in French cities | Progresiv
French trade publication LSA has reported that Aldi Nord has opened stores in central city locations in Paris and Nice. The new stores break with the retailer’s tradition of operating stores in areas with comparatively low rents and around the country’s major cities. 
The store in Paris is comparatively small, at 980 sq. m, while the one in Nice is reported to measure 1,400 sq. m, showing how Aldi is becoming more adaptable as it looks to find the best sites in the country. The reports suggest the stores use Aldi Nord’s new design, updating the décor, signage and range to make them more like a supermarket than traditionally.
The new design, which is dubbed ‘Aniko 1.1’, mirrors developments we have seen elsewhere in Europe from Aldi Nord. In France the retailer has seen sales stagnate in recent years as competitors have cut prices and improved stores around it, enhancing their offers while Aldi’s has remained comparatively underwhelming.
As such, the new store design and range should help it to mitigate some of the negative image that shoppers in France have of it. The softer in-store environment and focus on ranges like snacking and bakery should help it to improve its image and aid sales.
Although the improvements are to be welcomed, Aldi Nord is making its move comparatively late and after many rivals have already made the move to improve their in-store offers. Lidl has been updating its stores in France for several years, while Casino-owned Leader Price has launched a new store concept in October 2017, taking similar steps to those being made by Aldi. Against this backdrop, Aldi will have to promote its changes widely to shoppers to help drive footfall to its improving stores, or else the investment may not result in the hoped for upswing in performance. (www.igd.com)
