Lidl launches upmarket concept in Hamburg
German hard-discount chain Lidl has significantly boosted its food business by introducing upmarket products, which are very successful for example in France, and is now pushing hard on fashion on its domestic market.
It has in fact opened a pop-up store dedicated to clothing on Hamburg's priciest thoroughfare, Neuer Wall, which real estate investment company Jones Lang Lassalle ranks as one of Europe's most expensive streets.
The store showcases the Esmara Premium label, a new range within Lidl's own brand, with prices from €4.99 for a scarf to nearly €50 for a cashmere sweater. Above all, the products are presented within an exclusive, fashion-specific environment, like top labels do.
According to Lidl, rather than creating a money spinner, the objective is to make a statement, applying a quality veneer to the retailer's image, while of course maintaining its bargain-basement nature. It is a way for Lidl to appeal to all customer segments.
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