What: Aldi opens a one-of-a-kind store dedicated to its own brand.

Why it is important: Brand building and advertising is key for retailers if they want to remain attractive to customers and make them fell they are part of a community.

Aldi  has opened “Checkpoint Aldi” in Berlin city centre to sell exclusive Aldi-branded merchandise for hardcore fans. It is located a few minutes away from Checkpoint Charlie and uses the space to do some brand building with Aldi and give facts and figures about the company. It provides exclusive T-shirts, umbrellas, mugs, caps on 650 sqm and aims to become a touristic attraction in Berlin.

Aldi becomes a tourist attraction in Berlin