Josie Stone, non-food buying manager at Lidl UK, said: “This is the first time ever that we’ve done such a high-end fashion promotion and we’re hugely excited about launching these lines on 25 August. Not only are these jackets bang on trend for this season but they’re also £15 a pop, which is unbeatable value for such high quality .
So we’d advise customers to be quick getting down to stores on the 25th because they’re likely to be snapped up very quickly.”
Lidl’s new female fashion range, manufactured in China and Bangladesh, is the latest example of its expansion plans in the UK.
German discount supermarket Lidl is moving into mainstream fashion as it steps up pressure on the UK retail establishment.
After successfully challenging the big supermarket chains on food, the retailer will sell its new womenswear range from next Monday – including a bargain-priced leather-trimmed jacket for £14.99. Shoppers will be able to pick up stretch jeans for £6.99, ankle boots for £9.99 and shirts for £5.99 with their groceries. A menswear fashion collection will follow in November.
Lidl’s move into what it describes as “high-end, on-trend” mainstream fashion is a contrast to its previous clothing launches, which focused on cheap but basic garments such as underwear, vests and childrenswear. The new fashion range will be sold in the same way as all its non-food items: until stocks last.