Aldi in Germany: Local Profile, 20132. Aldi Germany – Company Profile 2.1 Business Description Aldi is a German retailer that operates a chain of hard-discount stores. The retailer

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Company Profile

Aldi in Germany: Local Profile, 2013

Reference Code: RT0248LP

Published: October 2013

©Conlumino 2013 | This product is licenced and is not to be photocopied or reproduced. 2



Table of Contents

1. Introduction ....................................................................................................... 6

1.1 What is this Report About? ................................................................................................. 6

1.2 Scope ................................................................................................................................... 6

1.3 Methodology ....................................................................................................................... 6

2. Aldi Germany – Company Profile ........................................................................ 8

2.1 Business Description ........................................................................................................... 8

2.2 Store Banners ...................................................................................................................... 9

2.3 Products ............................................................................................................................ 11

2.4 Services.............................................................................................................................. 13

3. Aldi Germany – Key Information ...................................................................... 14

3.1 Financial Performance ...................................................................................................... 14

3.2 Operational Performance ................................................................................................. 15

3.2.1 Store Count ..................................................................................................................................... 15

3.2.2 Sales per Store ................................................................................................................................ 16

3.2.3 Sales per square meter ................................................................................................................... 17

3.2.4 Revenue per employee ................................................................................................................... 18

3.3 Key Employees .................................................................................................................. 19

4. Regulatory Encironment ................................................................................... 20

5. Aldi Germany – Corporate strategy .................................................................. 21

5.1 Store Modernization and Increased Focus on the Online Channel .................................. 21

6. Competitive Environment ................................................................................ 22

6.1 Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany ......................... 22

6.2 Market Shares of Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany23

7. Investment and Expansion Plans of Competitors .............................................. 25

7.1 REWE ................................................................................................................................. 25

7.2 Metro ................................................................................................................................ 25

7.3 Edeka ................................................................................................................................. 25

8. Appendix ......................................................................................................... 26

8.1 Aldi Germany – News ........................................................................................................ 26

8.2 Events and History ............................................................................................................ 26




8.3 Awards and Recognitions .................................................................................................. 27

8.3.1 Awards ............................................................................................................................................ 27

8.4 About Conlumino .............................................................................................................. 28

8.5 Disclaimer .......................................................................................................................... 28




List of Figures

Figure 1: Aldi Nord Store in Germany............................................................................................................................................................ 9 Figure 2: Aldi Sud Store in Germany ........................................................................................................................................................... 10 Figure 3: Aldi Germany – Revenues (US$ Million), 2008–2012 ................................................................................................................... 14 Figure 4: Aldi Germany – Store Count, 2008–2012 ..................................................................................................................................... 15 Figure 5: Aldi Germany – Sales Per Store (US$ Million), 2008–2012 .......................................................................................................... 16 Figure 6: Aldi Germany – Sales Per Square Meter (US$), 2008–2012 ........................................................................................................ 17 Figure 7: Aldi Germany – Revenue Per Employee (‘000 US$ ), 2008–2012 ................................................................................................ 18 Figure 8: Market Share of Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany (%), 2012 ............................................. 24




List of Tables

Table 1: Ratio Definitions ............................................................................................................................................................................... 7 Table 2: Aldi Germany, Key Facts .................................................................................................................................................................. 8 Table 3: Aldi Germany, Store Banners ........................................................................................................................................................... 9 Table 4: Aldi Germany, Private Labels ......................................................................................................................................................... 11 Table 5: Aldi Germany, Key Employees ....................................................................................................................................................... 19 Table 6: Aldi Germany, Key Employee Biographies ..................................................................................................................................... 19 Table 7: Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany ......................................................................................... 22 Table 8: Market Share of Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany, 2012 ..................................................... 23




1. Introduction

1.1 What is this Report About?

‘Aldi in Germany: Local Profile, 2013’ is a comprehensive report covering the company’s local operations. It has

an insightful strategic analysis of the company, and details of its history, news, and events.

The report is an essential tool to gain a detailed understanding of the company and obtain analysis of the

market and competitors, as well as internal and external factors that could impact the industry.

1.2 Scope

The report identifies and presents key information about Aldi in Germany. In addition, it describes its local

operations, and features company news and events.

Key points covered in the reports are:

• Store formats

• Products and services

• Financial performance

• Key employee biographies

• The market share of key competitors

• Investment plan of key competitors

Note: In this report ‘review period’ indicates 2008–2012.

1.3 Methodology

Conlumino local profiles are based on a core set of desk research techniques which ensure the best possible

level of quality and accuracy of data, specific to a particular country. This involves extensive research of

international, local and specialist trade sources and databases. Analysts review all the inputs and where

required triangulate inputs in order to produce final numbers. The key sources used include:

Country Specific Company Websites

Company Annual Reports

SEC Filings

Press Releases and Company Presentations

Regional Trade/Industry Associations, Trade Journals, Government Statistical Websites, and Stock

Exchanges

Notes




Company financial and operational information is taken from the published annual reports, press

releases, and company presentations

Local Revenue is converted to US$ at average annual conversion rates as of calendar year end

Table 1: Ratio Definitions

Ratios Definition Sales per Store Sales per Store measures the total sales generated-from each

store of the company. It is obtained by dividing the total revenues earned from store sales by the total stores in operation during the review period. Formula: Revenue / No. of Stores

Sales per Square Meter Sales per Square Meter measures the total sales generated-per-square meter of retail space. It is obtained by dividing the total revenues earned from store sales by the total area of retail space (in square meters) during the review period. Formula: Revenue / Retail Store Area ( sq. m)

Revenue per Employee Revenue per Employee measures the average revenue generated per employee of a company during the review period. Formula: Revenue / No. of Employees

Employee per Thousand Square Meter This ratio measures the total number of employees employed per 1,000 square meters of retail store space during the review period. Formula: No. of Employees / Retail Floor Space ('000 Sq. m)




2. Aldi Germany – Company Profile

2.1 Business Description

Aldi is a German retailer that operates a chain of hard-discount stores. The retailer conducts its activities under

two independent companies: Aldi Nord and Aldi Sud wherein Aldi Nord serves the XX and XX regions, while

Aldi Sud serves the XX region of the country. Aldi commenced its operations in Germany in XXXX by opening

its first store in XXXX. The company expanded its store count in the country to own xxx stores in xxxx and

opened its xxxth store in xxxx, during which its operations were divided into two independent legal entities.

Table 2: Aldi Germany, Key Facts

Headquarters

Employees (FY2012)

Founded

Total Sales (FY2012)

Number of Outlets (FY2012)

Channel

Source: Company Website and Secondary Resources © Conlumino




2.2 Store Banners

Aldi Nord

Aldi Sud




2.3 Products

Product Assortment

Private Labels

In addition to manufacturer brands, the company offers the following major private labels:

Table 4: Aldi Germany, Private Labels

Ratios Definition

Eskimo

Goldahren

Source: Aldi Germany website © Conlumino




3. Aldi Germany – Key Information

3.1 Financial Performance

In FY2012, the company recorded revenues of US$xxxxx million (EURxxxxx million), which is a decrease of x%

compared to the previous year. Its revenue decreased at a CAGR of xx% between 2008 and 2012.

Figure 3: Aldi Germany – Revenues (US$ Million), 2008–2012

Source: Conlumino © Conlumino

2008 2009 2010 2011 2012

Reven

ue (U

S$ M

illio

n)




3.2 Key Employees

Table 5: Aldi Germany, Key Employees

Name Job Title Board Level

Marc Heußlinger

Jörg Meyrich

Source: Company website and secondary sources © Conlumino

Table 6: Aldi Germany, Key Employee Biographies

Employee Name Biography Marc Heußlinger

Jörg Meyrich





4. Competitive Environment

Hard-discounters have gained increasing popularity in the hypermarket, supermarket, and hard-discounters

channel in Germany due to consumers’ high price sensitivity. The retail channel is dominated by local

companies with hard-discount stores accounting for a large portion of the market share.

4.1 Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany

Table 7: Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany

Store Chain Store Banners Country of Origin 2012 Store Count First Store opened/ acquired in Germany

Edeka

REWE

Aldi


Note: Store count and revenues for the retailers are considered only from the hypermarket, supermarket and

hard-discounters retail channel.




5. Appendix

5.1 About Conlumino

Conlumino Global Retail offers a comprehensive 360° view of the retail landscape. A team of analysts, with more than 200 years of combined experience, help you identify and understand the most current retail trends. Last year hundreds of retail businesses across the globe used our research to make critical business decisions.

5.2 Disclaimer

All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, Conlumino. The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that the findings, conclusions and recommendations that Conlumino delivers will be based on information gathered in good faith from both primary and secondary sources, whose accuracy we are not always in a position to guarantee. As such, Conlumino can accept no liability whatsoever for actions taken based on any information that may subsequently prove to be incorrect.




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Documents

Aldi in Germany: Local Profile, 20132. Aldi Germany – Company Profile 2.1 Business Description Aldi is a German retailer that operates a chain of hard-discount stores. The retailer