Quote Originally Posted by bowser View Post
Aldi and Lidl are German supermarket chains, as I understand it owned by two brothers who had a falling out, each took half the stores and formed two separate chains, they very often carry the same stock from the same manufacturers
You are right about Aldi. Aldi consists of two chains: Aldi North and Aldi South. Lidl is another and from Aldi separate chain. Aldi was established shortly after WW2 by two brothers (Albrecht) and when there was a shortage of everything in Germany. They sold from old buses and vans. Later they established discount grocery stores with a very limited assortment - but cheap. They were and are extremely successful.

Today they will have weekly offers on non food. Aldi is said to be the largest computer store in Europe. They just sell them a few weeks every year but when they do nobody can compete.

Lidl is a copy of Albrecht/Aldi and almost just as successful.

It is the same concept. And why shouldn't they sell kilts when and where there is a demand? That might be their philosophy.
People will go inside their stores and buy not just the kilt. Margins accordingly can be close to zero on their kilts - and they are, believe me.

If you had had a look at Heritage of Scotland you would have known, just looking at their prices that Lidl were selling kilts at £25. Because so were they. As from today prices are back at £38 and Lidl might have sold out.

Good or bad? I think it is good - even for the "established" kilt makers. If the Lidl customers become happy wearing a kilt they will eventually trade up to something better. Further we shall see more kilts around and that shall influence demand in a positive way.
But that's just the opinion of an old marketing man.

Greg