Aldi’s latest foray into fitness equipment has turned into a full-blown frenzy, leaving the discount chain with no choice but to implement a ticketed system to handle the chaos.
Shoppers in the UK went wild over Aldi’s £150 Pilates reformer machine (about $202), a budget-friendly alternative to the pricey, high-end equipment often found in luxury studios. The item, which quickly went viral, sold out in record time, sparking intense competition in stores overseas.
One fan captured the chaos on video and shared it to TikTok on Sunday, May 25. The clip, captioned, “@aldi reformers @Aldi UK caused some serious commotion this morning ??,” showed shoppers piling up to try and grab the item before it sold out.
@lv_shz@aldi reformers @Aldi UK caused some serious commotion this morning ??#whatthehell #aldi #aldifinds #pilates #london #londontiktok
♬ original sound - LV_shzOne user in the comments noted, “half of them will go on to resell it ?.”
“Omg what’s going on ? aldi should have managed that better” another stated.
One user, who was able to get their hands on the item, wrote, “How embarrassing ? I literally walked in, got mine and walked out. Everyone was happy & civilised ???”
The reformer was first launched in Australia earlier this year. However, the excitement quickly turned to frustration as many Aldi stores had minimal stock while others didn’t get any at all. Long lines formed, and in some cases, shoppers were forced to wait up to three hours, with early risers even waking up at 5:30 a.m. to try and secure one. To manage the overwhelming demand, Aldi in the UK introduced a ticketing system, offering tickets on a first-come, first-served basis, according to the DailyMail.
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But the saga didn’t end there. As quickly as the machines were sold, they started popping up on reselling websites, where some reformers were listed for more than double the in-store price.
It’s unclear if the viral piece of exercise equipment will make its debut here in the US, fans will just have to keep checking that middle aisle.
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