为了在英国市场生存下去，阿尔迪不得不改变其核心战略之一。由于英国市场对vert品牌比较敏感，Aldi决定主要用英国的民族品牌来进货。在其他国家，阿尔迪储备商店品牌，以体现成本优势。阿尔迪还面临着市场上的问题，因为软折扣竞争对手公司Kwik Save。它是一家与阿尔迪同时扩张的英国折扣连锁超市。因为它已经拥有了消费者基础和营销优势(通过以前的客户和口碑)，公司能够成功地在不同的地点获得100个店面，有效地限制了Aldi的扩张(Reference for Business, 2016)。然而，阿尔迪不断适应市场环境。该公司与英国Gateway Foodmarkets Ltd.签订了协议，并在协议的基础上在Gateway的网站上开设了门店。创业之初，阿尔迪是一家互惠互利的企业，帮助阿尔迪重新获得了目前的空间(Reference for Business, 2016)。
Aldi sells all retail store items such as food, beverages, household items and more. Its specialization is food products of its own brands. Aldi was established in the United Kingdom in 1990 and with its minimal list of products was all set to take advantage of the economic downturn that the United Kingdom market was facing. Most of the indigenous grocery chains in the country were affected by the economic downturn in the United Kingdom. Aldi at the time of inception had a product and pricing advantage. In terms of process advantage, Aldi had more buying power, and had low overhead costs compared to the national brands. Despite some of the advantages that Aldi projected in terms of the product and the process, it did not have an easy success in the country. British shoppers were used to indigenous market places, posh brands and national brands. Aldi with its company brands and low priced commodity was not appealing to the UK market. When Aldi launched in the 1990’s it expected to open 200 outlets in the first four years. However, because of the lack of customer response the company ended up only opening around a 100 stores (Reference for Business, 2016)
Aldi had to change one of its core strategies in order to survive in the UK market. Since the UK market was vert brand sensitive, Aldi decided to stock its stores predominantly with the national brands of the United Kingdom. In other countries Aldi stocked up on store brands in order to present the cost advantage. Aldi also faced problems in the market because of a soft discount competitor company called Kwik Save. It is a British discount supermarket chain which also was expanding at the same time as Aldi. Since it already had an established consumer based and marketing advantage (through pervious customers and word of mouth) the company as able to successful acquire a 100 store space in different locations effectively limiting Aldi’s expansion (Reference for Business, 2016).However, Aldi adapted to market conditions continuously. The company entered into an agreement with Britain’s Gateway Foodmarkets Ltd. and based on the agreement established stores on the sites of Gateway. The venture was started off as a mutually beneficial one and helped Aldi regain its current space (Reference for Business, 2016).