Pursuits
Lidl the Talk of Hamburg as Discounter Invades Luxury Outpost
- German grocer opens ‘pop-up’ fashion shop on ritzy Neuer Wall
- 50-euro cashmere sweaters and 10-euro dresses lure shoppers
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Shoppers strolling down Hamburg’s swanky Neuer Wall pass by Louis Vuitton, Gucci and Hermes boutiques. Next to the Ferragamo outlet, one occupant might give them pause: discounter Lidl.
The German grocer, better known for 6.99-euro ($7.86) bottles of Chablis and 2-euro quiche lorraine, has accelerated its upscale move with a “pop-up” fashion store on Hamburg’s most expensive shopping street. The unit opened on Sept. 8 and will be gone by Sunday, although its styles will soon migrate to Lidl’s grocery shops. Debates among shoppers and clerks about its place beside more genteel neighbors will also linger.