Comeback in Blue: Strenesse Blue celebrates its return at Lidl
After a change of ownership, the luxury brand Strenesse is making a fresh start at Lidl. Under new leadership, the relaunch "Strenesse Blue" is taking place, but this time not in the famous Berlin department store KaDeWe, rather at the discount chain Lidl.
The KUPA Group handled tasks across the entire value chain. They designed the collection, organized production, and ensured distribution to Lidl stores.
With the new collection, Strenesse aims to offer fashionable yet affordable clothing. According to an article in Textilwirtschaft, Strenesse CEO Noro Hoferer stated:
"Strenesse Blue represents a new era. We bring fashion with a design focus into everyday life. This is not a departure from luxury, but its evolution." Our Managing Director Uli Wittmann says:
Our collaboration with Strenesse Blue and Lidl is a democratic flagship project for the entire textile market — it combines a designer brand, industrial textile expertise, and reach in a way that has never been seen before.
The new collection consists of eight pieces — four for women and four for men. The collection will be available from December 7 in the Lidl online shop and from December 15 nationwide in stores.
A collaboration between Strenesse, Lidl, and KUPA is also planned for the future. Three to four campaigns per year are expected to expand the assortment, featuring hoodies, sweatshirts, and joggers in a sporty look. On December 6, a pop-up store will open in Kitzbühel to showcase the Strenesse collection.
The entire KUPA Group is excited about this project and looks forward to a successful partnership in the future.
