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Supermarket Lidl marches into denim market

German value discounter Lidl is ramping up its fashion offer with the launch of a denim range this week.

The retailer jumped into the fashion arena a few years ago

The retailer jumped into the fashion arena a few years ago

Lidl, which has grabbed market share from the big four grocers in recent years thanks to its cut-price food, will launch a 58-piece We Love Denim line with skinny jeans priced at £6, men’s denim shirts from £6.99 and jeggings starting from £5.99.

The value retailer has increased its focus on fashion in the past few years, launching limited run women’s and men’s wear ranges in the UK in 2014.

Lidl fashion buyer Josie Stone told The Sunday Times: ”The buying power of the Lidl  group is huge….The savings we make by buying as a group we pass on to our customers. Our fashion ranges are based on global trend forecasts and adapted for the UK market.”

Lidl operates over 10,000 stores across Europe, 630 of which are in the UK.

 

 

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