Selling to Hofer (Aldi Süd Austria): getting listed
Updated:
In short
Hofer is the Austrian discounter of the Aldi Süd group, with about 540 stores and more than 12,000 employees, run from Sattledt in Upper Austria. It does not publish its sales; NielsenIQ reports it only together with Lidl (25.7% of food retail in 2025). Fresh food is its focus: all fresh meat and fresh milk are Austrian, and it works with more than 1,500 regional fruit and vegetable partners.
Hofer at a glance
| Figure | Value | Source |
|---|---|---|
| Sales | Not published | – |
| Market share | Hofer and Lidl together: 25.7% in 2025; 26.0% in January–July 2026 | NielsenIQ, 19 May 2026; Leadersnet, 6 Sep 2026 |
| Stores | About 540 | Hofer, 26 Jun 2026 |
| Employees | More than 12,000 | Hofer, 26 Jun 2026 |
| Head office | Sattledt, Upper Austria | Hofer, 26 Jun 2026 |
| CEO | Max Hofmarksrichter, CEO Hofer Austria since 1 January 2025 (previously on the Aldi Süd administrative board) | Tips, 13 Aug 2024 |
How Hofer buys
- Where: from the head office in Sattledt, which Hofer says is not up for discussion while it restructures some administration (Der Standard, 2025).
- Logistics: Hofer is closing its distribution warehouse in Weißenbach (Carinthia) at the end of 2026 (Der Standard, 2025). Fresh products are delivered daily; regional produce often reaches stores about 24 hours after harvest (Hofer fresh discounter).
- Group: Hofer belongs to Aldi Süd. A separate CEO oversees Aldi Suisse, Hofer Slovenia, Aldi Hungary and Aldi Italy (Tips, 13 Aug 2024).
Getting listed at Hofer
- Contact: we could not find a public supplier page, supplier form or supplier portal on hofer.at.
- Austrian sourcing: fresh meat and fresh milk are 100% Austrian and all bread is made in Austria. Hofer works with more than 1,500 regional fruit and vegetable partners and with traditional Austrian bakeries (Hofer fresh discounter).
- Price pressure: Hofer says it had cut prices on more than 1,000 products in 2026 by late June (Hofer, 26 Jun 2026). Prepare for tough cost negotiations.
- Barcodes: you need GTINs from GS1 Austria (GS1 Austria).
Already selling to Hofer?
See your Hofer listings, promotions and sell-out in one place.
Promotions at Hofer
| Element | How it works | Source |
|---|---|---|
| Weekly offers | New offers start on several weekdays (mainly Monday, Thursday and Friday), often grouped by theme | Hofer offers |
| Flyer | Online flyer in the app, on the website, by newsletter and by WhatsApp (sent every Wednesday) | Hofer offers |
| Coupons | Occasional coupon campaigns | Hofer, 25 Jun 2026 |
Private label and sustainability
Hofer's own brands include Zurück zum Ursprung, SONNHOF and FAIRHOF (meat), MILSANI (dairy), BACKBOX (bakery), MILFINA and CUCINA. About 30% of its fruit and vegetable items are organic (Hofer fresh discounter).
FAQ
How do I become a supplier to Hofer?
Hofer has no public supplier page that we could find. Contact the head office in Sattledt. Regional fruit, vegetable and bakery producers are the clearest openings.
Where does Hofer buy?
From its head office in Sattledt, Upper Austria.
Who owns Hofer?
Hofer is part of the Aldi Süd group.
How big is Hofer?
About 540 stores and more than 12,000 employees. It does not publish sales.
When do Hofer offers start?
On several weekdays, mainly Monday, Thursday and Friday.
How Sellva helps
Sellva tracks your Hofer listings, weekly promotions, sell-out and field visits next to the other Austrian retailers, and Sellva Agent flags risks for your KAM.
Sources
- Hofer: price cuts press release, company facts (26 Jun 2026); coupon campaign (25 Jun 2026)
- Hofer: fresh discounter; offers
- Tips: two new Hofer CEOs (13 Aug 2024)
- Der Standard: Hofer restructuring (2025)
- NielsenIQ: Austrian retail 2025 (19 May 2026); Leadersnet: market shares Jan–Jul 2026 (6 Sep 2026)
- GS1 Austria: WKO confirmation (3 Jan 2017)
This guide is based on public sources. Sellva is not affiliated with Hofer.