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Lidl Debuts Affordable Menswear Line

Following the success of its debut womenswear collection, British discount supermarket chain Lidl is now venturing into menswear. The nine-piece collection, under Lidl’s Livergy fashion label, debuted across stores in England, Wales and Scotland last week. The line includes cotton sweaters, winter jackets, jeans, boxer shorts, two-packs of T-shirts, socks, undershirts and footwear starting at about $3.95.

In August, Lidl dabbled in apparel with a women’s line of faux leather and boucle motorcycle jackets, stretch jeans and ankle booties. Despite steep competition from affordable fashion retailers like Asda, Tesco and Primark, Lidl’s collection sold out in three days.

Josie Stone, Lidl non-food buying manager, said, “The response to our womenswear collection was phenomenal. It just goes to show that the British public is looking for fashion forward pieces at great value, which is why we wanted to offer a collection for men as well.” Stone added, “This new range continues with that concept of offering classic fashion pieces with a bit of an edge but without the designer price tag to match. ”