Lidl adds accessories with latest fashion launch, publishes supply chain list

By

Sandra Halliday

Published
Feb 1, 2017

Low-cost supermarket chain Lidl is launching a new fashion collection Thursday and will debut accessories as well as clothing. The company said it will be the first time customers have been able to dress entirely in Lidl for less than £30.

New to the chain’s offer fashion are a selection of “contemporary” styled necklaces retailing at £4.99.

The complete collection, under the Esmara label, comes in a monochrome palette, and includes fine gauge knitted sweater dresses and shift dresses, both at £6.99, long-sleeved tops at £3.99 and fine knit cardigans at £7.99. There are also ankle boots priced at £11.99.

And the launch also includes lingerie in time for Valentine’s Day with assorted bras, briefs, a chemise and short kimono robe.

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The UK supermarket sector has made a major impact on its fashion market in recent years with George at Asda, Tesco’s F&F and the Sainsbury’s Tu brand winning sizeable market share.

But just as Lidl has proved to be a sector disrupter in the grocery market, the company’s move into the fashion space could prove a further headache for its bigger rivals given its focus on ultra-low prices.

The company’s pricing is helping it win the publicity war in Britain and Ireland and it is appealing to middle class, as well as cash-strapped, shoppers with Kantar Worldpanel data regularly showing it winning grocery market share.

And in an environment where big company ethics are increasingly in the public eye, the company is also making sure it avoids PR problems with its textile supply chain Last month it said it would be the first major supermarket retailer to publish a list of it bigger production facilities for shoes and textiles.

The company, which has annual textile sales of around €1bn, will publish a list of around 650 suppliers on its website and will update the list twice a year.