Aldi makeover hopes to attract a better class of customer

DISCOUNT retailer Aldi is planning to overhaul the image of its UK stores in an attempt to draw more well-heeled customers and double its market share.

Rolling out its first television advertising campaign for seven years - part of a 500 million UK investment - the German-owned group is emphasising the likes of olive oil and wine as it looks to downplay its low-price image.

Currently Aldi, which opened its first UK outlet in 1990, has just under three per cent of the UK market. But, in a bid to push that up to five per cent by 2010, Aldi is chasing more than 200 new openings to secure a network of 500 UK shops.

Tony Baines, Aldi's managing director of buying, admitted that the firm had aimed too downmarket and was now attempting to attract a wealthier base of clients.

"We have already seen a change in the customer profile," he said, referring to a recent overhaul of many grocery lines. "We now have the four-wheel-drives in the car park."

Meanwhile, Woolworths, the toys-to-sweets retailer, today said that tough trading conditions on the high street had continued to take their toll on the company's business.

Woolworths said same-store sales at its core chain were 4.4 per cent lower in the 24 weeks to July 16 - in line with chairman Gerald Corbett's forecast last month.

In a statement ahead of half-year results, it said the retail climate had remained "difficult" and that it was continuing to take action to improve the business.