Heidi Klum links with Lidl for fashion collection

By

Sandra Halliday

Published
Jun 5, 2017

Model-turned-fashion entrepreneur Heidi Klum is linking up with budget supermarket chain Lidl to launch a new signature fashion collection, which the company says “mirrors her characteristic style.”

It will be a Lidl exclusive and will launch across its network of over 650 stores nationwide later this year in the UK, mainland Europe and in the US where Lidl is currently investing heavily and expanding its footprint.  

The grocery retailer said Klum has designed “a high-end, yet affordable” collection and that it will be its most upscale collection to date.

Supermarket clothing ranges have become key players in the overall fashion sector during this century and in the UK, the Tu Clothing line from Sainsbury’s, Tesco’s F&F and George at Asda have all carved out significant market share.

But low-cost Lidl and its peer Aldi have made a much smaller impact on the fashion market with a focus on ultra-low prices, limited-time seasonal collections and special buys. Lidl has what it calls Fashion Weeks, which see its Esmara fashion collections sold in its stores at certain times throughout the year.

But with the super-budget sector seeing growth as ranges like Pep & Co become available through Poundland stores, Lidl clearly sees an opportunity to boost its share with a new, higher-profile fashion direction.

The company has not released style or pricing details, nor has it said whether the new line will be ongoing or limited edition.

Speaking about the new collaboration, Ryan McDonnell, Lidl UK’s Commercial Director, said: “As both a global fashion icon and grounded individual, Heidi is an incredible source of inspiration, which we think will really resonate with our customers. We are extremely excited about offering our most premium fashion range to date.”