Former supermodel Heidi Klum goes to provide her designer fashions within the oddest of locations: supermarkets.
The star of Bravo's actuality TV collection Undertaking Runway plans to deliver her attire line to Lidl, an upstart low cost supermarket chain primarily based in Germany that opens its first U.S. stores on June 15.
Klum, who's German, would not appear fazed by seeing her attire present up within the place usually related to stacks of peanut butter jars and or containers of Kleenex.
“Lidl is thought for making high quality merchandise at inexpensive costs and I’m proud to companion with them on this fashion collaboration. I had a lot enjoyable designing the items on this assortment and might’t wait for you to see it. I hope you like it as a lot as I do!," Klum mentioned in a press release.
Which means shopping for a gown and salad dressing on the identical purchasing journey. Mass merchandisers like Goal and Costco have lengthy provided grocery departments of their shops. The Lidl thought flips the idea to make fashion secondary to meals.
Lidl shops provide weekly promotions of non-meals merchandise, starting from health gear to energy instruments to small kitchen home equipment, like juicers and panini presses, in accordance to Lidl U.S. spokesman Will Harwood. Within the supermarket enterprise, non-meals are identified for usually providing among the finest revenue margins in shops -- and in contrast to cucumbers, they are not perishable besides for lengthy-time period fashion whims.
"She’s a world fashion icon," Harwood mentioned. "She's extraordinarily passionate, creating unbelievable fashion that's excessive finish, but in addition attainable and it labored very well with what we do. We’re very targeted at delivering high quality and nice costs. She integrates with that basically nicely."
Harwood declined to say when later this yr the clothes line will debut, however on Klum's private Web page, she mentioned that it will likely be obtainable this autumn.
"The fashion assortment displays my very own model and I used to be very glad to design it. Like me, Lidl has a very excessive demand for nice merchandise in good high quality at an ideal value. Fashion needs to be enjoyable and everybody ought to have the ability to afford this pleasure," she wrote on her Web page.
Providing inventive gadgets to draw customers right into a retailer -- or to give these already inside one thing atypical to buy -- is a clever retail technique, in accordance to Ivan Feinseth, chief data officer of Tigress Monetary Companions. He known as the Klum thought "cool." and likened it to the visitors-constructing Costco does with a few of its distinctive merchandise
"Something that may give customers a motive to go into the shop, I feel is optimistic," he mentioned. "It’s bought to be outdoors one thing that is regular and what you anticipate to see.... Who says a meals retailer has to promote meals? Amazon advanced from promoting books. We’re celebrating the 20th anniversary of their IPO."
Primarily based in Neckarsulm in southern Germany, Lidl has an estimated 10,000 shops in 27 international locations all through Europe and can open its first American stores in North and South Carolina and in Virginia. The U.S. division is headquartered in Arlington County, Va., with distribution facilities in Spotsylvania County, Va.; Alamance County, N.C.; and Cecil County, Md.
Observe USA TODAY reporter Zlati Meyer on Twitter: @ZlatiMeyer