From its logistics base in Vendée, the Aldi brand is gaining momentum

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Cédric Lebosquain, 46 years old, 26 of which were spent in the food trade, was promoted in May 2024 director of the new regional company Aldi in Vendéelocated in Boufféré. This appointment comes in a strategic context : this warehouse is, for the Aldi brand in France, one of the essential logistics pillars. In France, six new stores are under construction, and should open by the end of 2024. The hard-discount supermarket chain plans to establish 20 new brands in 2025.

“As close as possible to the needs and challenges”

In Boufféré, the logistics warehouse receives orders and delivers to the stores Aldi in Brittany and Pays de la Loire, i.e. 82 stores. “Before, we had remote management, and we created a regional company to be at the heart of the regions, we are closer to the needs and challenges of all,” emphasizes the director.

Previously, it was a “simple” warehouse.

“We now have services there, a payroll manager, a human resources manager. We will support the teams,” adds Cédric Lebosquain.

“We are planning to hire 100 people in 2024-2025”

Jobs will be created. Drivers and order pickers in particular. In the Pays de la Loire – Brittany area, 125 people work in the warehouse and 575 people in the store. “We are planning 100 additional hires in 2024-2025 in Boufféré and in the stores,” announces the director.

What are the sought-after professions?

“On the administrative level, we are looking for sales assistants. On the logistics level, we are looking for people in maintenance, upkeep, reception, preparation, and shipping of orders. In store, we are looking for store managers, assistants, and multi-skilled employees. We provide in-house training.”

France currently has 1,300 Aldi stores. “The goal is to have 1,900 in the next 10 years.”

Where could the Aldi brand set up in Vendée? “The entire coast is currently being explored. Saint-Gilles-Croix-de-Vie, the store is new, in La Roche-sur-Yon, we are thinking about it.” The brand’s goal is to “make its stores accessible 15 minutes from every resident in the region. We want to work with local partners.” Rather city or countryside? “We can set up in big cities as well as in the countryside. It depends on the needs and requests of local partners. We have requests from mayors to come to the countryside. We try to respond.”

“Human-sized stores”

The Aldi brand started in 1913 in Germany. At the time, it was a delicatessen. “We have quality products at affordable prices,” insists the director. In the 1960s, the discount sector took off. Aldi stores expanded.

“The group’s strategy has remained the same: human-sized stores of 1,000 m2, with around 1,800 product references, no more. We want to meet all needs. 90% of the products are under our own brand. We meet a set of specifications: every day the fruits, vegetables, meat and fish are delivered.”

Last year, the brand received 60 “Flavors of the Year” awards.

The concept of discount comes from the Albrecht family: human-sized stores. “We control everything from A to Z. It’s the same tiles, the same lighting in each store. We have three references per product maximum. Our turnover continues to grow, we continue to create jobs. It’s very encouraging.”

“Our goal is to open stores”

And how does the Aldi group see the future? “We are adapting to today’s technology. But we find it important to welcome customers, to have employees, to say hello and goodbye. We are testing in other countries, such as the Netherlands, with a 100% automated store. But for now, in France, our goal is to open stores.”

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