Lidl hasn’t even opened its doors yet in the U.S., and the German grocery chain is already proving how it will pose a threat to many established retailers – including those outside of the supermarket space.
On Monday, Lidl announced a fashion collaboration with celebrity designer Heidi Klum.
Klum’s collection of clothes, designed exclusively for Lidl, will be available at the chain’s U.S. stores, which are set to begin opening this month, the company said.
In the grocery aisles, Lidl is already celebrated in Germany for its competitively low prices.
“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 statement.
“It’s a smart move by Lidl,” said Neil Saunders, managing director of GlobalData.
Lidl also said Monday it will hold “Lidl Fashion Weeks” in its stores throughout the year to feature its exclusive fashion collections.
Lidl’s first U.S. stores will open June 15, across North Carolina, South Carolina and Virginia.
Lidl currently operates 10,000 stores across 27 European countries.