Aldi gearing up for biggest Christmas on record; reveals expansion plans

Aldi has “big plans” to extend its existing click and collect initiative in 2023, CEO Giles Hurley has revealed. 

In an exclusive interview with The Sun, Giles Hurley, Aldi’s chief executive, said the supermarket was gearing up for its biggest Christmas on record as the cost of living crisis has prompted shoppers to switch from every other supermarket. 

“We might be in the ‘Big Four’, but we will never be part of that club, we’re focused on our model,” he said.

He reasons Aldi’s success is largely down to its smaller stores and grocery ranges while 90 per cent of what it sells is its own brand, so it can sell groceries for less. “We are committed to not being beaten on price.” 

Countering the concerns of price rise at Aldi, Hurley stated that shoppers care about pounds and pennies, rather than percentages, and Aldi has put the average price of an item up by 12p, less than its nearest competitor which has raised prices by 14p while discount peer Lidl has increased it by 17p. 

While the cheapest, Aldi is not immune to inflationary pressures and this year its profits dived by 86 per cent to just £36million. 

“We can take a long-term view and we believe long-term profitability is linked to growth and scale. 

“Our market share and growth is very much determined by us having the lowest food prices in the UK.” 

Aldi, which will have 980 stores by the end of this year has fallen short of its target of having 1,000 stores by the end of 2022. Hurley blames the delay on lockdowns, labour shortages, planning red tape and interference from rivals, rather than a lack of ambition. 

“We might have slowed down, but we’ll never stop.” 

Aldi is now racing to open 16 new shops in the last three weeks of this year and Hurley says that it will reach 1,000 stores next year and keep going.