Model Heidi Klum’s collection for discount supermarket Lidl checked out 106 products per minute on its first day in UK stores.
Lidl’s London stores sold the highest number of items in Klum’s Esmara collection.
The supermarket launched the line across its stores on Monday. Its retail prices range from £4.99 for a cami top to £49.99 for a suede biker jacket.
The 84-piece collection includes sequinned blazers, lace dresses, and accessories such as shoes, bags and scarves.
Ryan McDonnell, commercial director at Lidl UK, said demand for the collection has “surpassed all expectations”.
He said: “This collaboration with Heidi has given us a fantastic opportunity to champion high fashion at Lidl. In such a competitive marketplace, this is exactly the type of initiative that brings new customers flocking to our stores.”