Supermodel Heidi Klum partners with supermarket for new clothing collection

NEW YORK, NY – JUNE 06: Heidi Klum celebrates Heidi Klum By Rankin at Bookmarc on June 6, 2017 in New York City. (Photo by Dimitrios Kambouris/Getty Images for Heidi Klum)

Supermodel Heidi Klum has chosen a curious location to debut a line of branded clothing — the supermarket.

Klum has partnered with the German grocery chain Lidl  (rhymes with needle) to release a clothing collection.

“Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration. I had so much fun designing the pieces in this collection and can’t wait for you to see it. I hope you love it as much as I do,” said Klum in a statement.

Lidl is entering the very competitive US grocery market just as fellow German grocer Aldi has been making strides against competitors such as Wal-Mart and Kroger.

Read More: Who will win the low-price grocery war, Aldi or Wal-Mart? 

The US offices of Lidl are based in Virginia and the company will open its first US locations on June 15. The first stores will appear in Virginia, as well as North and South Carolina.

Klum, the star of Lifetime’s reality series Project Runway who recently released a book of nude portraits with British photographer Rankinalso has a line of intimates and swimwear. It was unclear exactly when Klum’s new collection would be in stores.

Lidl stores are a new concept for Americans who already have a plethora of choices for grocery shopping. But the company hopes it can take aim at big box stores by offering a wide-ranging mix of products.


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