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Published
Mar 7, 2016
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Lidi launches "We love denim' campaign

Published
Mar 7, 2016

In the midst of an image reboot, Lidi is pursuing its product diversification. The German discount chain, well-known for its food section and bargain price basics, on Monday launched its new campaign ‘We love denim’ for its new denim collection for both men and women. 



The lines named Esmara for women and Livergy for men consists of jeans and button-up shirts starting at 9.99 as well as jackets for 11 or 15 euros.

Jeans were previously sold at Lidi, but this will be the company's first complete collection modeled around denim. The company, which has over 8,000 stores in some 20 countries, expects a billion Euro turnover on the sale of textiles and clothes in Germany alone, according to leading German journal Textilwirtschaft.  

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