Aldi Succeeds by Limiting Choice
About 70 years ago, brothers Karl and Theo Albrecht, fresh from military service in World War II, took over their family's store in Germany, a mining neighborhood of the bombed-out industrial city of Essen. Back then, their stores offered just 250 items, the essentials miners' and steelworkers' families needed to survive—flour, sugar, coffee, butter, bacon, peas, and condensed ...
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