Aldi opening at former American TV site in Brown Deer Thursday

New location replaces current store on Brown Deer Road

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Discount supermarket retailer Aldi will open its new Brown Deer store at the former American TV & Appliance site on Brown Deer Road Thursday.

A rendering of the Aldi exterior
A rendering of the Aldi exterior

The store, 6700 W. Brown Deer Road will replace Aldi’s current Brown Deer store at 8080 W. Brown Deer Road, which will officially close at 8 p.m. Wednesday.

Aldi bought a portion of the former American TV site from the Brown Deer Community Development Authority for $650,000 in February.

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The CDA purchased the 10-acre site in early 2015 for $2.6 million after Madison-based American TV & Appliance of Madison Inc. went out of business.

Pak Technologies Inc., a Milwaukee manufacturing company, bought 7 acres and the former American building in 2015. Aldi purchased an outlot on about 2 acres on the southeast corner of the property and built a new store on the property.

Beginning at 8:45 a.m. Thursday, the first 100 shoppers at the new store will receive a golden ticket, each containing Aldi gift cards of various amounts. Customers can also tour the store, sample Aldi’s brands and enter an on-site sweepstakes for a chance to win a year’s supply of Aldi  produce.

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“We are pleased to showcase the new look of Aldi with this updated store in Brown Deer and continue to help customers stretch their dollars,” said Atty McGrath, Oak Creek division vice president for Aldi. “As important as price is, there’s only one way to attract and keep shoppers: You have to have quality products. When people try our Aldi exclusive brands, they are excited by the savings and impressed by the quality.”

Over the next several years, Essen, Germany-based Aldi plans to add an average of 130 new stores per year. The company currently operates 1,600 U.S. stores in 34 states.

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