Aldi has set its sights on stealing market share from fashion retail giants like H&M and Next with the launch of its first women and menswear range.
The German supermarket chain, which is already shaking up the grocery market share and intensifying the price war in the UK’s grocery sector, said its new fashion collection is up to 60 per cent cheaper when compared to similar styles available in the high street chains.
For example, an Aldi handbag is £12.99, less than half the £26 price tag at Next while Chelsea boots are £14.99 compared with £35 at Next.
In addition, a faux fur gilet is sold at £14.99 at Aldi compared to Next’s £40 price tag and £15 cheaper than H&M’s price.
Leggings are also available at £3.99, jeans at £7.99 and capes at £14.99.
“Shoppers are looking to update their wardrobes at this time of the year and we’ve tapped in to the latest high-street trends to offer our customers a great value range that doesn’t compromise on style,” Aldi corporate buying managing director Tony Baines told The Mirror.
Aldi previously only focused on clothing basics.