Aldi draws devoted shoppers with a no‑frills discount model.

Aldi's U.S. expansion has drawn long lines at new openings and the chain reported about $29 billion in U.S. sales in 2024; Aldi US plans to operate more than 3,000 locations by the end of 2028.

Aldi's recent U.S. openings have attracted long pre-dawn lines, including a Brooklyn grand opening where customers queued for promotional tote bags and coupons. The chain emphasizes a limited assortment, mostly private-label goods, and operational shortcuts—such as cart quarters and shelving products in shipping boxes—to keep prices low. Aldi US reported about $29 billion in U.S. sales in 2024 and plans to operate more than 3,000 locations by the end of 2028. The company's style traces back to founders Karl and Theo Albrecht and a postwar thrift-driven retail approach that later split into Aldi Süd and Aldi Nord. Key points: - A Brooklyn grand opening drew long lines and a diverse cross-section of shoppers, some arriving early to claim promotional items. - Aldi US reported roughly $29 billion in U.S. sales in 2024 and has set a target of more than 3,000 U.S. stores by the end of 2028. - The chain sells mostly private-label products and uses a limited-assortment model, supplemented by a rotating "middle aisle" of nonfood items. - Operational choices that reduce costs include shorter hours, smaller store footprints, cart quarter deposits, and stocking directly from shipping boxes; Revelio Labs reports typical Aldi store wages are about 18% higher than the retail industry average. - Aldi is expanding in the U.S. as its momentum has slowed in parts of Europe and faces growing competition from Lidl; the company plans a major private-label packaging redesign and a 25,000-square-foot Times Square–area store later this year. Summary: Aldi's low-cost, limited-assortment approach has drawn a broad mix of U.S. shoppers and supported rapid stateside growth. The company is pressing ahead with further U.S. expansion and a rebrand of private-label packaging, including a large new store planned near Times Square later this year, while competition and slower performance in Europe shape its longer-term strategy.