;Resize=(1200,627)&hash=fb31512a2e3d0ca43857e3dedf2c3ee60797a6d7b48d4aaa95f7ae30992e9d33 "Focus on own brands – Aldi removes Nivea products from Beiersdorf from the range")
Focus on private labels: Aldi removes Beiersdorf’s Nivea products from its range
Aldi wants to increasingly rely on its own brands. As a result, the Nivea products from the manufacturer Beiersdorf are now being phased out of the range.
Aldi is increasingly focusing on its own brands. As the “Lebensmittel Zeitung” now reports, the products from the manufacturer Beiersdorf are now being removed from the range.
Aldi wants to build up its own brand “Lacura” first in Germany, and later possibly also internationally as an umbrella brand in the discounter’s cosmetics sector.
The drugstore manufacturers would develop new products together with Aldi. The packaging design is also to be given a makeover. In the medium term, the discounter would like to compete with the Rossmann and DM brands.
Nivea and Co.: Aldi takes Beiersdorf products off the shelves
Aldi had already started selling Beiersdorf products in its branches in 2013. The Nivea brand in particular was represented with creams, deodorants and body lotions. It is not known whether the cooperation with Aldi or Beiersdorf was terminated. Neither Aldi nor the manufacturer wanted to comment on this when asked.
In addition to its own brand Lacura, Aldi also has its own products from Ombia and Kür in the cosmetics sector. According to LZ, however, industry experts report that Aldi wants to focus primarily on Lacura.
This has been offered by Aldi Nord and Aldi Süd since 2019. Aldi Nord had previously offered the products under the Biocura name. Some insiders report that Ombia could possibly be discontinued.
The original for this article “Aldi removes Nivea products from Beiersdorf from the range” comes from chip.de.
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