Lidl unveils private brand maternity and infant collections

Lidl is preparing to launch in the United Kingdom two new private brand apparel collections for mom and baby. Esmara Pure and Lupilu Pure are already available online and roll out in stores Sept. 7.

Esmara Pure is the value-driven grocer’s first maternity collection. It includes midi dresses, leggings, nursing bras and maternity underwear with prices starting at £4.99. The line is casual and emphasizes comfort and comes in sizes UK10 to UK20, with no apparent price difference for larger sizes — a trend that is beginning to gain traction at similar retailers, such as Meijer, and promotes a message of inclusivity and body positivity. The collection's nursing bras are non-wired, made with organic cotton and elastane and have nursing clips for easy one-handed opening and closing. Each bra costs £4.99 and ranges in size from 36C to 40C.

Lupilu Pure is the grocer’s first infant collection, from newborn to 24 months. Made with organic cotton, the collection includes tops, bottoms, hooded towels, tights and bodysuits. Prices start at £2.99.

Click here to see some of the maternity collection and here to see some of the infant collection.


Lupilu Pure / Lidl

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