Lidl to partner with Klum in fashion collection

Lidl on Tuesday announced a collaboration with fashion icon and designer Heidi Klum, whose new collection of “high-end yet affordable” clothing will be available exclusively at the retailer’s stores later this year.

Lidl, the German hard discounter owned by Schwarz Group, will be opening its first 10 U.S. stores June 15 with plans for at least 100 in its first year. Although primarily a grocery store, all of Lidl’s stores will include some nonfood items including apparel. The partnership is also in line with Lidl’s practice of highlighting its associations with well-known names and organizations to inspire consumer trust as it makes its debut.

“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,” Boudewijn Tiktak, chief commercial officer for Lidl US, said in a statement. “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.”

Klum’s fashion collection “mirrors her characteristic style,” Lidl said. The collection will be available at its stores in U.S. and Europe.

“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 release from Lidl US. “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."