Lidl enlists Heidi Klum for first-ever fashion collaboration

ARLINGTON, Va. — When Lidl announced its June 15 U.S. debut, the value-driven grocer made it clear that it was ready to take the country by storm. Following those first 20 store openings, Lidl pledged to continue expanding, even beyond groceries. And this week, it began to make good on that promise via a partnership with international fashion icon and designer Heidi Klum — the retailer’s first-ever fashion collaboration.

Klum’s new fashion collection, billed as high-end, yet affordable, will be available exclusively at Lidl and will launch across its network of stores later this year. “Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration. 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,” she said.

The company plans to hold Lidl Fashion Weeks showcasing collections in its stores at certain times throughout the year.

“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,” said Boudewijn Tiktak, Lidl US’s chief commercial officer. “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.”


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