Lidl stores in the United Kingdom will introduce a new private brand Esmara Pure maternity collection alongside the supermarket chain’s redesigned Lupilu baby private brand

Esmara Pure offers pregnant women great value, well-made essentials like maternity leggings and dresses, with sizes available up to a UK20. Prices start from £4.99 and many items in the collection can be purchased for less than £10.

The discount grocer is even offering shoppers a selection of organic cotton nursing bras, which have been designed for extra comfort and feature handy nursing clips for easy one-handed opening and closing. Sizes range from UK36C to 40C. All items will be available in stores nationwide from Thursday, September 7.

Alongside the maternity items, Lidl is also launching a range of organic cotton baby clothing. The Lupilu baby collection will also hit stores on September 7 and is available for babies from newborn to 24 months. The brand features sleep suits, mix and match tops and bottoms and baby towels with stripes or cloud designs, all priced from £2.99.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.