| posted by

Lidl takes on George and F&F with own clothing line

Discount supermarket chain Lidl is snapping at the heels of Asda and Tesco’s clothing brands, George and F&F, with the launch of a new women's and men's clothing line.

The range, called Esmara, will launch across 600 stores next Monday (25 August) and will be stocked in the same way as its non-food items – on a while-stocks-last basis.

Josie Stone, non-food buying manager at Lidl, said that while the retailer has previously stocked basic items such as vests and t-shirts, this marks the first time it has launched a more fashion-focused range.

"We are hugely excited about launching these lines on 25 August. Not only are these jackets bang on trend for this season but they're also £15 a pop, which is unbeatable value for such high quality. So we'd advise customers to be quick getting down to stores on 25th because they're likely to be snapped up very quickly."

The range includes leather jackets that will retail at £14.99, skinny jeans priced at £6.99, denim shirts for £5.99 each and heeled ankle boots for £9.99.

A men's fashion collection will be available from 6 November.

The discount chain, along with rival Aldi, has increasingly sought to woo customers from 'the big four' supermarkets with cut-price products and special offers.

According to data from Kantar Worldpanel, Lidl grew sales by 19.5 per centyear-on-year in the 12 weeks to 20 July.

Featured by The Drum