Lidl Is Bringing an Unexpected New Product Line to US Stores
German big-box retailer Lidl is introducing an exclusive clothing line to their U.S. grocery stores later this month. The line is called Esmara, and was exclusively designed by fashion powerhouse Heidi Klum.
The collection includes a mix of fashion-forward staples ranging from $6.99 to $49.99. The only thing at Lidl that's perhaps a better bargain than this olive oil for $2.47 is this adorable blouse for $9.99.
Imagine the internal battle you'll have when deciding between buying a container of almond butter or one of these wardrobe staples? It's a dilemma you probably never thought you'd add to your shopping list: organic versus non-organic, affordable versus lavish, and now food versus...clothes?
This is not the first time Klum has gotten her hands dirty in design – her stable of brands include an intimates and swimwear line. Klum is one of the biggest fashion names that a brand has brought into a food-focused grocery store, save for those involved in Target’s collaborations.
In June, Lidl announced plans to expand into the American marketplace by opening nearly 100 stores within the next year – those in Virginia, North Carolina, Delaware, and South Carolina have already seen Lidl set up shop in their neighborhoods. Earlier this week, Lidl also announced upcoming locations in Ohio, Texas and Alabama. With those in Europe already having access to 10,000 Lidl storefronts, Klum’s collection will certainly serve as international fodder for street style this fall season.
While many of you might be more familiar with Aldi, another newcomer to the U.S. grocery landscape, we’re betting that collaborations like this one might draw curious shoppers into Lidl storefronts. With more than 30,000 square feet available in Lidl, there’s going to be room for products beyond affordable groceries that shoppers are hungry for.
The line is set to hit all U.S. stores on September 21. If you asked foodies or fashionistas if they’d stock their closets at a grocery store ten years ago, hollow laughs would probably follow. But we’re betting this trend is here to stay.