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ALDI Sharpening Discount Strategy in Hungary, Explains Expat CEO

• 5 Oct 2026 6:26 AM

German-owned discount chain ALDI will focus on a stricter discount model to improve profitability based on international experiences, Aldi Magyarorszag national managing director Bernhard Haider said.

ALDI has examined the countries where the chain operates successfully and they will try to narrow the product range and develop a business model closer to what the company was like at the very beginning, Haider said.

"Discount" means the company leads the way in keeping prices low, however, to achieve this, it must also lead the way in its cost structure, he said, noting that ALDI has reduced the prices of 1,500 products since the beginning of the year.

Managing director Denes Kulcsar said price reductions have saved customers nearly HUF 60bn, but ALDI can only recoup this through cost efficiency. He said the company currently operates 188 stores in Hungary and serves more than 90m customers annually.

ALDI Magyarorszag had HUF 533bn revenue last year, public records show.

Source: MTI – Hungary’s national news agency since 1881.

Photo: Aldi

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• Aldi Magyarország Bernhard Haider Dénes Kulcsár Retail Industry Hungary Discount Grocery Hungary

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