Lidl enlists supermodel help to boost fashion sales

12 June 2017 - Janet Bird

heidi klum

Lidl has enlisted the help of German supermodel Heidi Klum in a bid to drive up fashion sales.

A new collection developed by the discount supermarket in conjunction with Klum will be launched later this year.

The range was described by Lidl as its "most premium to date" and will continue the supermarket's ethos of producing "high end, yet affordable" fashion.

Lidl announced its collaboration with Klum just a week after rival Sainsbury's announced it is to hire 30 "trend spotters" in a bid to spot emerging style ideas to further develop its fashion ranges.

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