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Aldi Starts Price Offensive with Bike Accessories and Apparel

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ESSEN, Germany (28 April 2000)–Germany’s leading and most price-aggressive food discounter Aldi (with their marketing slogan ‘We sell quality goods at the lowest possible price’) kicked off the 2000 bicycle season with a large price offensive. Aldi currently offers a full range of bike accessories and apparel in all its outlets, sold at prices IBDs […]

ESSEN, Germany (28 April 2000)–Germany’s leading and most price-aggressive food discounter Aldi (with their marketing slogan ‘We sell quality goods at the lowest possible price’) kicked off the 2000 bicycle season with a large price offensive. Aldi currently offers a full range of bike accessories and apparel in all its outlets, sold at prices IBDs both in Germany and elsewhere simply can’t compete against.
According to Aldi’s head office in Essen, Germany, the most recent price campaign will only last for a short time. Nevertheless, industry observers note that the food market chain purchases a large amount of cycling (software) goods and sells them at bargain rates in order to attract more consumers into their stores. German IBDs are left to battle for the leftovers, namely bicycle hardware. A few examples. A wateproof (and breathable) cycling windbreaker is going for DEM17.98 (US$8.47;EUR9.23); cycling shorts made of Coolmax material for DEM17.98 (US$8.47;EUR9.23); a gel saddle for DEM15.98 (US$7.53;EUR8.18); and cycling eyewear for DEM5.98 (US$2.82;EUR3.06). Aldi is also active outside its home market, namely in Benelux, Denmark, France, Austria, Ireland, the UK, Australia and the US. (JB)

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