Aldi is expanding its cosmetics division with its own brands.
For this, branded products from the range of the discounter fly;
also to keep up with drugstores.
Kassel - baker Karl Albrecht has come a long way.
When he opened his first shop for baked goods in Essen in 1913, he probably had no idea what a trading empire his two sons, the well-known Aldi brothers Karl and Theo Albrecht, would make of it over the decades.
The branches of the billionaire founders of the Aldi empire now sell numerous cosmetic products in addition to baked goods, food and household items.
These include brand manufacturers as well as Aldi's own brands Lacura, Ombia and Kür.
According to a report in the
Lebensmittel-Zeitung
(LZ), creams, deodorants and body lotions from Nivea from Beiersdorf at Aldi should now be over.
Instead, the discounter wants to strengthen its own brands and significantly expand the existing business.
The goal is to expand the Lacura brand, first in Germany and later possibly also internationally, into an umbrella brand in the cosmetics sector.
Apparently, the discounter is trying to remain competitive with Rossmann's own brands Isana and the dm brand Balea.
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Aldi is reportedly planning to restructure its own-brand cosmetics range to compete with drugstores.
(icon picture)
© Manuel Geisser/Imago
Aldi is expanding its range of cosmetics: manufacturers are developing new products with discounters
The Lacura brand has been part of the range in the Aldi Nord and Aldi Süd branches since 2019.
Previously, Aldi Nord offered the products under the Biocura name.
As the report from the industry journal goes on to say, the manufacturers of the cosmetics products would develop the new products together with Aldi.
The direct discount competitor Lidl also has its own cosmetics brand – under the name Cien.
According to consumer advocates from Stiftung Warentest and Öko-Test, discounter products often fare better than expensive branded items.
Aldi is currently still working on a visual refreshment of its brands.
For example, the spelling of the name at Lacura is to be adjusted.
While Lacura is written in one word in upper case in Germany, "consumers in other countries also know the brand in small letters or written in two words," according to the
LZ
.
List of rubrics: © Manuel Geisser/Imago
