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Lidl takes on Primark, H&M and George with value range

German supermarket Lidl is vying for a slice of the value fashion market with the launch of its new low-price womenswear brand.

The range, which hits stores on August 25, features trend-led pieces including fake leather jackets for £14.99, ankle boots at £9.99 and £6.99 jeans.

The unnamed range will be sold on a short “while stocks last” basis and is a departure from Lidl’s previous clothing offering, which focused on underwear, basics and kidswear.

The supermarket also plans to launch a menswear collection in November.

Josie Stone, non-food manager for Lidl, said: “This is the first time we’ve done such a high-end fashion promotion and we’re hugely excited about launching these lines.”

The move comes after George at Asda overtook Marks & Spencer last week to become the UK’s second biggest clothing retailer by volume.

Glen Tooke, analyst at Kantar Worldpanel, said: “Lidl is no stranger to the fashion market – it already sells a range of clothing in its German stores and runs a large online fashion site in this market too. It is well placed to use this experience to capture a slice of the lucrative UK market in which supermarkets already account for one in four of all fashion items sold. 

“Discount supermarkets have a history of disrupting the fashion market. When Aldi stocked a range of back to school clothing last year, offering a full uniform for just four pounds, it took 4.2% of all uniform sales. Clearly, there are opportunities at the discount end of the market, particularly if products are promoted well.” 

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