The food discounter Lidl wants to sell fashion from the German premium brand Strenesse Blue in December. According to media reports, the discounter will offer selected items from Strenesse’s second line from December 7th, initially online and from December 15th in all German branches.
These are products for men and women, including knitted scarves, hats, sweaters, a Nicky leisure suit for women and a double pack of sweaters and underwear for men. The prices should be designed so that they remain affordable for a broad audience, it is said.
This is not the first sensational collaboration of this kind for Lidl. Special collections have already attracted attention in the past, such as the collaboration with the designer Michael Michalsky in 2022 or the collaboration with Heidi Klum in 2017.
The German premium label Strenesse, which was one of Germany’s leading fashion brands and has been working on a comeback for years, is likely to use the campaign to increase brand awareness. The industry magazine Textilwirtschaft quotes Strenesse CEO Norbert Hoferer as saying: “Without presence, there is no relevance.”