Aldi sells the weirdest things, and with 120 new stores rolling out there will be a lot more of it
ALDI is doing one thing that the other supermarkets aren’t doing. It may sound like a strange idea, but it’s helping the company expand, fast.
ALDI does not live by bread alone.
In fact the supermarket chain is getting customers through the door as much for the eclectic as the everyday items on the shelves. On any day, the range can include industrial meat slicers, crutches, punching bags, megaphones, electric guitars, medicine balls and marine safety equipment.
The German company is now expanding its empire, spending $700 million moving into South Australia and Western Australia, which will add 120 new stores and take the total to 497 outlets.
For many Australians that means just one thing: more weird things to buy.
While most of Aldi’s shelves are stocked with its standard range of cut-price essentials, it’s the middle aisle where the fun begins.
It’s here that Aldi displays its ever-changing range of niche products that can bamboozle the uninitiated.
While hunting for low-priced gluten-free products or stocking up on nappies, the occasional Aldi shopper may be startled by Zimmer frames, a collection of wine fridges, motorised scooters and smartwatches — or even, I’m told, an inflatable television set.
But there is a method to the seeming madness of the “special buys” aisle, Moody’s vice president and senior retail analyst Ian Chitterer explains.
“If you look at it, you’ll see roughly the same stuff twice a year,” Mr Chitterer said.
“They buy it in bulk and rotate the same items year on year, bringing back the ones that sold well — and trying new things every now and then.”
Ski gear, Christmas stockings, Father’s Day gifts and televisions sets that grow bigger each year are some of the commonsense items featured.
The retailer has also flagged a bold new foray into kids’ fashion, in a one-off collaboration with Australian designer Collette Dinnigan.
Expect queues when the limited edition Young Hearts by Collette Dinnigan clothing range, priced between $11.99 and $29.99, hits Aldi stores on Wednesday, October 14.
It’s a brilliant move that will no doubt appeal to a new type of customer — one that may not have otherwise set foot in Aldi stores.
But while fast fashion and flatscreen televisions would seem to be a no-brainer, it’s unclear how the more random items make it into the “special buys” stockpile.
A spokeswoman for the supermarket chain told news.com.au the middle aisle “adds an element of surprise to shopping at Aldi”, adding that each product was “carefully chosen by Aldi’s buyers” and assessed by its quality assurance team.
The stock changes every Wednesday and Saturday, with specials advertised ahead of time in the Aldi catalogue and on its website.
The real purpose, Mr Chitterer said, was to bring customers into the store, where many would end up stopping to do their grocery shop.
It’s a strategy that appears to work; twice a week, he said, diehard Aldi shoppers flock to stores to hunt down bargains spotted in the “special buys” catalogue.
“If you go in on Saturday, you’ll see people queuing. I don’t think those people would tolerate a queue at Woolies or Coles — they’d just walk out.”
Melbourne customer Stuart Winstanley is a self-confessed “special buys” junkie, and has been known to make creative use of items found in the middle aisle.
A 2m tripod serves as a coat stand in the doorway of his home, while a large nautical light takes pride of place in the living room.
Mr Winstanley admitted some friends questioned his taste, but he had no plans to abandon his bargain-hunting approach to interior decorating.
“If there is something that I really want, I’ll get there in time for opening,” Mr Winstanley said.
“I’ve learnt the hard way that some things are in high demand.”
Apart from the lure of the middle aisle, Aldi unquestionably offers the cheapest grocery shop in the nation.
Earlier this year, an analysis by consumer group Choice found that shopping at Aldi saved 50 per cent on the average basket of essentials.
And many Australians have shown they are happy to choose from a narrower product range — Aldi is 90 per cent private label — in order to reduce their grocery bill.
“I just think people are looking for that value proposition, and they clearly feel sure they’re getting that at Aldi,” Mr Chitterer said.
And where else are you going to find spreadable tuna?
Here are some of the goodies we found during a recent Aldi excursion:
SPREADABLE EVERYTHING
As if Aldi’s selection of canned products wasn’t extensive enough — I’ve never quite worked out what to do with half a kilo of pink salmon — you can also find a range of savoury spreads that put Vegemite to shame.
Bramwell’s devilled meat goes nicely on toasted rye, I’m told. And there are two flavours of tuna spread — tomato and mayo.
If spreadable meats are not your thing, try the canned shredded chicken.
HOT CHOCOLATE SPOON
This was my pick of the “special buys” aisle. My first reaction to spotting it was “why haven’t I seen one of these before?” Personally, I think all utensils should be made of chocolate.
MARINE SAFETY KIT
Because I like to stop off at Aldi before cruising the harbour on my yacht. Upon closer inspection, it becomes clear that this is a fire safety kit suitable for any setting, but let’s not ruin the fantasy.
DISPOSABLE COFFEE CUPS
For the home-brewed caffeine addict who likes to masquerade as a takeaway Queen. You can use these with one of the cut-price home coffee machines on offer ... Or you could fill it with Fanta. Go nuts!
SPORT MEMORABILIA
Rugby-loving dads will doubtless have enjoyed waking up to the treat of chocolate-covered pretzels in a commemorative tin on Father’s Day last month — although there was a fair amount of stock left over.
The tin is emblazoned with: “The premiership years: celebrating the premiers of rugby league”, and contains what is possibly the final frontier in sweet-and-savoury snack combos.
Or if loading up on sugar before starting a swear jar is more your thing, there’s a Wests Tigers-branded coin bank filled with jelly beans.
Continuing the theme of snack-filled footy memorabilia, a jersey-shaped stubby holder hides a sneaky packet of peanuts.
And then there’s the smoky peanuts.
REPLICA HOMEWARES
When Aldi started selling replica Eames chairs, the debate over whether a good fake could still be chic was put to bed for good.
Cut-price interior decorators may also be tempted by the brass dome-shaped ceiling light and industrial wall clock on offer.
The gumball ottoman — a hard, round seat with a red crocheted cover — was all the rage last week, with just one left in stock at North Sydney when this reporter visited on Thursday morning.
THANK YOU, COME AGAIN
A touching memento of your shopping experience is available at the check-out for 99 cents, in the form of an Aldi trolley token key ring.
The token can be used in the place of a $1 coin to unlock an Aldi shopping trolley. Combining utility with novelty value, works like a charm.
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