Lidl to debut pop-up store for new skiwear collection

Discount supermarket chain and purveyor of fast fashion Lidl has announced the opening of a pop-up boutique in Brussels to showcase and preview its new skiwear collection.

The new collection has been tagged with the marketing moniker of #LidlSki and will open for just two days on November 24 in the former Marc Jacobs boutique.

According to Lidl, customers will be able to photograph the collection, test models, buy them and have them delivered at home. The collection will role out the following week in all its supermarket chains starting November 28.

Fashion is a relatively new fascia for Lidl, in September the German discount chain opened a temporary store in Hamburg for its line of Esmara clothing. Its debut made headlines more for its location than the range - Neue Wall is among the most luxurious shopping streets of Hamburg that houses the German flagships of Louis Vuitton, Gucci, Hermès and Ferragamo.

Fast fashion is a key market for Lidl as it cements its relevance in the clothing industry. Its collections are vying for sector credibility as it aims to compete with other supermarket collections, such as Tesco's Florence + Fred range and Sainsbury's Tu.

In Germany value chain Aldi began selling clothes designed by Jette Joop, daughter of fashion designer Wolfgang Joop. In Italy it was the Coop among the first to enter the world of fashion with the launch in 2012 of the first collection of Solidal branded clothing designed by Katharine Hamnett, a pioneer of ethical fashion, exclusive to Coop.

Photo credit: Lidl skiwear