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German discount grocer in deal with fashion icon


Supermodel, designer, TV star and all-around celebrity Heidi Klum is teaming up with an unusual partner.

On the heels of its entry into the United States, German discount grocer Lidl announced its first ever fashion collaboration, with Heidi Klum. The collection, described as high-end yet affordable, will be available exclusively at Lidl and will launch across its stores in Europe and the United States later this year. Collections will be featured at certain times throughout the year, during "Lidl Fashion Weeks.”

“We are incredibly enthusiastic to work with Heidi Klum," said Boudewijn Tiktak, Lidl US’s chief commercial officer. "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. 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.”

Lidl operates about 10,000 stores in 27 countries throughout Europe. It is scheduled to open its first stores in the United States in June, in North Carolina, South Carolina, and Virginia.

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