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Lidl launches Esmara Premium collection within upscale Hamburg pop-up

German deep discount grocery giant Lidl is turning its attention to premium fashion retail, albeit briefly, opening an experimental 10-day pop-up store on Hamburg’s upmarket Neuer Wall Street.

The 200 sq m store presents its women’s Esmara Premium label, a new range within Lidl’s own brand, featuring tops, dresses, pants, blazers, shoes and scarfs manufactured in cotton, viscose and cashmere. Prices range from €5.99 for a scarf to €49.99 for a cashmere sweater.

The range will then be introduced to 3,200 stores across Germany from September 19.

“According to a ranking carried out in Germany by trade magazine Textilwirtschaft, we occupy the 8th position in the fashion and textiles market,” said Lidl Germany buying director Jan Bock.

“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.”


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