Collaboration with supermodel and designer will be exclusive to 650 UK stores.
Value retailer Lidl has signalled its intentions to enter the premium fashion space – securing a new collaboration with supermodel and TV presenter Heidi Klum.
The fashion collection – which will be exclusively available across Lidl’s 650 UK stores – will be ‘high end, yet affordable’ and accessible for all.
As well as the UK, the range will be launched in stores in the US and Europe later this year.
The deal means that Lidl now has a significant platform to build on its branded fashion offer. Asda, Tesco and Sainsbury’s have all enjoyed strong success with the George, F&F and Tu labels respectively. Morrisons is also making heading with its Nutmeg range.
Ryan McDonnell, UK commercial director at Lidl, said that Heidi – who presents Project Runway, as well as appearing on America’s Got Talent and Germany’s Next Top Model – “is an incredible source of inspiration”.
“We are extremely excited about offering our most premium fashion range to date, and look forward to the first collection going on sale later this year,” Ryan commented.
Heidi – who also has a successful Heidi Klum Intimates collection, available in key department stores – added: “Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration.”
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