German supermarket Aldi is flexing its discount muscles by cornering the multi billion dollar Australian snowgear market. Aldi has become the biggest retailer of ski and snow apparel in Australia, sidelining smaller retailers with their wide range of options and cheap prices. Their winter sale will be the biggest snowsports gear sale in Australia.
Aldi’s skiwear includes everything from gloves, goggles and jackets to ski and snowboard boots. They have recently expanded their focus to include skis and snowboards at a cheaper price than smaller retailers. With their enormous sale, Aldi hopes to attract higher income customers who do not routinely shop at the supermarket.
Aldi is also running a competition with prizes for weekend packages at Perisher snow resort, an incentive that many smaller retailers are not able to afford. The estimated worth of the snowsports gear industry is $400 million, with visitors to snow resorts in NSW and Victoria generating an estimated $1.5 billion. It is speculated that Aldi’s range of snowgear will increase tourism in snow resorts, as people in markets like South Australia will have access to cheap snowgear for the first time.