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Aldi Succeeds by Limiting Choice

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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