Lidl’s ten-day experiment: fashion-dedicated pop-up store in Hamburg


Lidl is looking to further explore its possibilities within the fashion market. The German supermarket chain already sells clothing for men, women and children in its subsidiaries and online, but the firm will now test the waters for concepts fully dedicated to trade fashion. A first experiment is taking place in Hamburg (Germany), where a 200 square-meters pop-up store opens today in the Neuen Wall street, neighboring brands like Geox, COS, & Other Stories, Longchamp, Burberry and Massimo Dutti, among others.

copyright: Lidl Deutschland

Open to the public for ten days only, Lidl’s pop-up shop will exclusively sell a new women’s collection –Esmara Premium– encompassing pieces such as pullovers, tops, dresses, pants, blazers, shoes and scarfs manufactured in cotton, viscose and cashmere. Pricewise, the range starts at 5,99€ for a scarf up to 49,99€ for a cashmere pullover. “According to a ranking carried out in Germany by trade magazine Textilwirtschaft, we occupy the 8th position in the fashion and textiles market. With the new premium collection, we expect to further increase the market share of our textile business and want to reach out to new audiences simultaneously,” said Jan Bock, buying director at Lidl Germany.


copyright: Lidl Deutschland

The Esmara Premium collection will be available at Lidl’s e-shop from September 11th and will hit the nearly 3,200 Lidl chain stores spread across Germany from September 19th.




Photo copyright: Lidl Deutschland


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