German discounter Lidl has announced it will open a Pop-Up fashion boutique in Hamburg, to promote its private-label clothing-range Esmara in a fashion context and attract an additional clientele.
Following its opening night - with prominent guests from a fashion and acting background - on the evening of 16 September, the Pop-Up store will operate for ten days, at a location in the ‘Neuen Wall’.
The Neuen Wall is one of Hamburg’s oldest and most prestigious shopping streets, featuring outlets by Fashion Houses Bulgari, Jil Sander, Prada and Gucci.
The new Esmara collection of women’s fashion and accessories will be available online from 11 September and from Lidl stores across Germany later this month.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. To subscribe to ESM: The European Supermarket Magazine, click here.