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LIDL: discount chain to offer lingerie

THE UK operation of Germany-based deep discount supermarket chain Lidl announced the launch of its first ever lingerie collection on 26 February. The collection, which includes bra and panty sets for as little as GBP 3,99, is a response to other supermarket chains in the UK that offer bargain price lingerie.




Not only in the UK but everywhere, the major threat of supermarkets to traditional channels relates less to low prices than to the unexpectedly high level of creativity and quality that they offer. In the case of Lidl, however, price alone is likely to produce a fast sell-out.



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