Sponsored By

Lidl to partner with Klum in fashion collection

“High-end but affordable” fashions will bolster food offerings

Jon Springer, Executive Editor

June 6, 2017

1 Min Read
Lidl_x_HK440.jpg
Lidl US

Lidl on Tuesday announced a collaboration with fashion icon and designer Heidi Klum, whose new collection of “high-end yet affordable” clothing will be available exclusively at the retailer’s stores later this year.

Lidl, the German hard discounter owned by Schwarz Group, will be opening its first 10 U.S. stores June 15 with plans for at least 100 in its first year. Although primarily a grocery store, all of Lidl’s stores will include some nonfood items including apparel. The partnership is also in line with Lidl’s practice of highlighting its associations with well-known names and organizations to inspire consumer trust as it makes its debut.

“We are incredibly enthusiastic to work with Heidi Klum. She has designed a collection that truly reflects her experience as a trendsetter, and she put as much love in designing this collection as we do in all our products,” Boudewijn Tiktak, chief commercial officer for Lidl US, said in a statement. “At Lidl, we believe high quality fashion should be attainable for everyone and we look forward to sharing this collection with our customers later this year.”

Klum’s fashion collection “mirrors her characteristic style,” Lidl said. The collection will be available at its stores in U.S. and Europe.

“Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration, Klum said in a release from Lidl US. “I had so much fun designing the pieces in this collection and can’t wait for you to see it. I hope you love it as much as I do."

About the Author

Jon Springer

Executive Editor

Jon Springer is executive editor of Winsight Grocery Business with responsibility for leading its digital news team. Jon has more than 20 years of experience covering consumer business and retail in New York, including more than 14 years at the Retail/Financial desk at Supermarket News. His previous experience includes covering consumer markets for KPMG’s Insiders; the U.S. beverage industry for Beverage Spectrum; and he was a Senior Editor covering commercial real estate and retail for the International Council of Shopping Centers. Jon began his career as a sports reporter and features editor for the Cecil Whig, a daily newspaper in Elkton, Md. Jon is also the author of two books on baseball. He has a Bachelor of Arts degree in English-Journalism from the University of Delaware. He lives in Brooklyn, N.Y. with his family.

Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News

You May Also Like