Lidl the German supermarket chain set to invade America later this month announced yesterday that it will launch a limited time private brand collaboration designed by supermodel Heidi Klum. The German mother-of-four has designed a “high-end, yet affordable” fashion collection which is “accessible for everyone” and “mirrors her characteristic style”.
The move signals to American retail competition and shoppers alike the retailer’s commitment to not only “rethink grocery” but rethink retail. With the planned introduction of this fast fashion collaboration, they introduce a strategy designed to drive traffic and change the conversation. This is not simply about cheap groceries, it is about hearts and minds and puts every retailer on notice. Pay attention Target, H&M, Kroger, Aldi, Family Dollar, Walgreens, etc. the Lidl has come to change.
Klum, who hosts Project Runway and is a judge on America’s Got Talent said: “Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration.”
Ryan McDonnell, Lidl UK’s commercial director, said of the collaboration: “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, and look forward to the first collection going on sale later this year.”
Lidl will launch the line at its stores across Europe and the US later in the year.