Aldi gears up for a mega-merch drop for its biggest fans

Aldi fans will soon be able to wear their love for the discount grocer on their sleeve, literally, as the discount grocer unveils its largest gear collection to date. Clothing items and accessories will be available later this month. The assortment includes belt bags, track suits, bucket hats and more, all under $10.

Decorated with Aldi’s signature colors in bold stripes, the gear offers retro vibes with a modern twist.

“After we saw the success of our 2022 collection, it only made sense to up the ante this year,” said Joan Kavanaugh, VP of national buying at Aldi, in a statement. “We see shoppers celebrating Aldi products, prices and value on a daily basis, and this impressive line of apparel, that’s not only stylish but versatile, gives us a chance to celebrate our customers right back.”

This year’s gear collection items range in price from $1.49 to $9.99 and Kate Kirkpatrick, director of communications at Aldi USA, told WGB that “once you shop at Aldi, it’s hard not to become a fan. We do things intentionally different to offer customers a quicker, easier shopping experience with the best products at the lowest prices every day.”

Aldi fandemonium exists amongst its most-loyal shoppers, especially when it comes to the discount grocer’s popular “Aldi Finds” aisles in the store, and the gear collection is expected to be another fan find favorite.

 “Some fans may say that the best part of shopping with us is our dedicated Aldi Finds aisle, lovingly nicknamed “The Aisle of Fun,” which transforms an average grocery trip from run-of-the-mill into a treasure hunt,” Kirkpatrick said. “Later this month, shoppers can find the limited-edition Aldi Gear Collection in Aldi Finds aisles nationwide, giving them a fun new way to wear their fandom loud and proud on their sleeve (or head).”

The most-fervent Aldi shoppers refer to themselves as "Aldi nerds" and call the grocer's discretionary section, Aldi's "Aisle of Shame." When asked what makes this retailer-shopper connection so unique, Kirkpatrick told WGB that “our growing community of fans are incredibly loyal and proud, bringing their #ALDILove to social media to share their favorite products, shopping tips, weekly hauls and of course, what they discovered in our Aldi Finds aisle. As we grow our footprint coast to coast, more customers are discovering and relying on ALDI because they know they can count on us for quality groceries at low prices every trip. Simply put, the unique connection we have with our shoppers comes from trust.”

In January, Aldi was named the country's most-trusted discount and small-format grocer, according to a study conducted by research firm BrandSpark in collaboration with WGB. 

Shoppers can shop the Aldi Gear Collection in store or online to order via Instacart beginning March 22 while supplies last.