Esmara apparel

esmara is the exclusive private-label fashion brand for women owned by the German discount supermarket giant Lidl. Launched to provide trendy yet affordable clothing, the brand follows a 'Smart Fashion' concept, offering everything from everyday basics like denim and tops to seasonal collections and footwear.

Historically, esmara gained significant international attention through high-profile collaborations, most notably with supermodel Heidi Klum in 2017 for the 'Heidi & the City' collection. While the brand design and strategy are managed from Germany, manufacturing is outsourced globally, primarily to large-scale textile hubs in Asia (such as Bangladesh, China, and Vietnam) and Turkey to maintain competitive pricing and high-volume availability across Lidl's vast European and international store network.