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Brief Published: 16 Sep 2016

Lidl’s Luxury Repositioning

Lidl Pop-Up Boutique

Playing with perceptions of discount retailing, German supermarket chain Lidl has opened an elevated fashion-only pop-up on one of Hamburg’s most prestigious shopping streets. The store has been launched to promote the new season collection of its private apparel label.

The store is located directly adjacent to luxury brands including Louis Vuitton, Jil Sander and Prada on Neuer Wall in Germany. This echoes the trend for shopping experiences categorised by lifestyle rather than budget or brand (see Next-Level Department Stores) – a shift that acknowledges an ongoing tendency for shoppers to mix designer fashion with high-street labels.

The surprisingly minimalistic but upscale-looking space features low lighting, heavy grey velvet curtains and matt black steel and white concrete fixtures (see also Gilded Urbanism in Sensory Brand Spaces). Running from September 9-18, the pop-up is exclusively selling just 44 items from its Esmara premium fashion line, ranging from a €4.99 ($5.60) scarf, to a €49.99 ($56.40) cashmere sweater. The whole collection will be available at all Lidl stores from September 19 onwards.

Its usual primary-coloured logo has also been rebooted to communicate this upgraded stance. It now appears – noticeably inconspicuously – in shades of grey, and on the beige walls, behind the black till points and on chic, matt black cardboard shopping bags.

According to German Trade magazine Textilwirtschaft, Lidl currently ranks eighth in Germany for total textiles sales, while its private label Esmara has doubled its turnover since 2012.

See also Best Brand Reinventions, Amazon Repositions Via Dazed Mag and Quiet Branding