Lidl fashion brand Esmara expands seasonal collections and retail reach

Lidl’s private label fashion brand, Esmara, is expanding its seasonal offerings and business model. In Poland, the brand is launching autumn collections for women, men, and children, featuring items such as ribbed turtlenecks, cardigans, faux-leather trousers, and various outerwear including windproof and waterproof jackets.

Esmara operates as a private label for the discounter, specializing in women’s clothing ranging from basics to maternity wear. The brand has increased its recognition through high-profile collaborations, such as a 2017 collection with Heidi Klum and subsequent influencer partnerships.

As a retailer rather than a manufacturer, Lidl utilizes a network of various suppliers and importers to produce Esmara garments, meaning production locations vary by collection. The brand has also engaged in sustainability initiatives, such as a pilot project involving gold-certified ‘Cradle to Cradle’ biodegradable textiles. This follows broader industry trends regarding textile imports, where a significant majority of clothing sold in Germany is imported from regions including East Asia, Latin America, and Eastern Europe.