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Move over, bodegas and overpriced “gourmet” markets—discount darling Aldi is planting its flag in the middle of Manhattan. The German grocer just signed a lease for a 25,000-square-foot flagship at The Ellery, a shiny new luxury tower on West 42nd Street between Eighth and Ninth Avenues. Doors are expected to swing open in 2026, making it Aldi’s first-ever central Manhattan location (sorry, East Harlem, you no longer hold the bragging rights alone).
If you’ve never shopped at an Aldi before, here’s the vibe: a smaller, curated footprint where jars of olives and boxes of crackers are displayed straight out of their shipping cartons. It’s unapologetically no-frills—no elaborate deli counter, no floral department—but what you do get are ultra-low prices on everyday groceries, which explains the chain’s rabid fan base. So rabid, in fact, that Aldi carts require a 25-cent deposit to keep things orderly, and fans happily pocket their “quarter keeper” keychains like badges of honor.
And for 25 of those superfans, things are about to get a whole lot sweeter. To celebrate its growing U.S. footprint, the chain is launching the Aldi Quarter Club, an exclusive fan club named for that famous shopping cart coin. Winners will snag a year’s worth of free groceries (doled out as $1,700 in gift cards), plus a varsity-style jacket, limited-edition merch and even an invite to a members-only event in Aldi’s hometown. Essentially, Soho House, but with discounted hummus.
Applications are open now through Friday, August 29. You’ll have to prove your loyalty—think questions about your shopping habits and maybe a little creative flair to show just how deep your Aldi devotion runs.
For Midtown residents, the new flagship is also a welcome antidote to the area’s luxury-residential boom, where a bag of salad mix can cost more than a cocktail. “This location will allow us to provide New Yorkers with a simpler, quicker and more enjoyable shopping experience, with great products at the lowest prices, every day,” said Chris Daniels, regional vice president of Aldi.
With over 2,400 U.S. stores and plans to open 800 more by 2028, Aldi is already the nation’s third-largest grocer by store count. But for Hell’s Kitchen and Times Square locals, the milestone feels personal: Finally, an affordable place to stock the fridge, no MetroCard required.