Heidi Klum launches fashion line for German discounter Lidl | Lifestyle | DW | 06.06.2017
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Heidi Klum launches fashion line for German discounter Lidl

Just ahead of its launch on the US market, discount supermarket Lidl has announced its cooperation with one of Germany's best-known faces: supermodel Heidi Klum.

Heidi Klum, 44, is not just known as a successful supermodel - and the first German Victoria's Secret angel - but also as the host of television casting shows in both the US and Germany, including "America's Got Talent," "Project Runway," and "Germany's Next Top Model."

Now Klum is set to lend not only her name, but also her fashion sense to a clothing line made exclusively for discount supermarket Lidl.

Lidl, which offers both food and non-food items, called the collection "high-end, yet affordable."

"Fashion should be fun and everyone should be able to afford it," Klum said in a statement.

"We're happy to let you know that we're working together with Heidi Klum. Let yourselves be surprised," tweeted the retailer.

What exactly Klum's new line will look like will indeed be a surprise, though Lidl did say that it would be presented in the context of its new Lidl Fashion Week, a recurring event featuring various designers.

Lidl maintains 3,200 stores in Germany and over 10,000 in nearly 30 countries in Europe. Its no-frills model sees minimal staff, basic presentation, limited selection, and a mix of no-name products and brand-names.

Read more: Heidi Klum gets new wax figure at Madame Tussauds in Berlin

This summer, Lidl has said it will be opening 20 stores in North Carolina, South Carolina and Virginia, with as many as 100 planned on the East Coast within the next year.

The launch will likely put pressure on Wal-Mart and traditional grocery chains in the US, which have already seen stiff competition from German discounter Aldi - Lidl's biggest rival.

Klum's collection will be available later this year in both Europe and the US.

kbm/eg (with dpa)


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