BATAVIA, IL - Aldi is giving its southeastern Wisconsin stores a produce-based facelift, investing $37 million to remodel 23 stores. The competitive market should see the remodels take place over the next two and a half years, according to a report from the Milwaukee-Wisconsin Journal Sentinel, placing a further emphasis in fresh produce and organic fruits and vegetables.

The source states that the $37 million store revamps will include, along with produce and organics, bolstered bakery and dairy sections. Stores will be brightened up with natural light and a repainting, ceilings will be raised, and more space will be added to smaller locations.

“I think what they’re trying to do is retain the customer that they have, and that’s certainly an income-constrained shopper, but also expand a little bit to reach more of a middle-income shopper as well,” Neil Stern, Senior Partner at Chicago’s McMillanDoolittle told the Sentinel.

Aldi’s Wisconsin locations typically have 10,000 to 11,000-square-feet of floor space. Atty McGrath, Vice President of Aldi’s Oak Creek division confirmed that expansions would not increase that space to more than 12,000-square-feet.

Aldi isn’t the only grocer looking to refresh its presence in the Wisconsin market. Kroger and subsidiary Roundy’s reported will spend more than $50 million remodeling its Milwaukee-area stores this year.

Last month, Aldi announced a similar remodel plan in the Washington, DC-market. That $30 million investment included new looks for 30 DC locations.

As competition increases in Wisconsin and the rest of the Midwest, the battle will continue to rage on. Stay tuned as AndNowUKnow covers the latest strategic moves.

Aldi