HAUTE OFF THE PRESS: LIDL TAPS INTO 2025’S HOTTEST TREND WITH LIMITED-EDITION BAG CHARM COLLECTION

• 2025’s breakout fashion obsession, bag charms, have been flaunted by high-end designers and celebrities alike - and now Lidl has put its own cheeky spin on the craze
• Lidl’s new charm collection is inspired by some of the supermarket’s viral and cult-status products, including a buttery Croissant from the iconic in-store bakery and the legendary Leopard Print Kettle of sell-out success
• The retailer is giving away limited-edition charm packs via prize a draw, and fans can apply via www.lidl.co.uk/bagcharms, from 00:01 on the 28^th May

28TH MAY, LONDON - A splash of purse-onality! Seen (and heard jingling!) on runways across the globe, bag charms have taken the fashion world by storm.

With the likes of Miu Miu, Louis Vuitton and Gucci all releasing their own, and celebrities donning the now infamous ‘Labubu’ on their Birkens – bag charms are a trend that just keeps hotting up. In fact, they’ve seen a huge 400%* rise in searches since 2024.

Now, Lidl has tapped into this viral trend and unveiled its own bespoke bag charm collection, with six joyful trinkets that celebrate the supermarket’s most iconic items. For a chance to grab one completely free, visit www.lidl.co.uk/bagcharms between the 28^th May and 4^th June 2025**.

Kicking off the charm selection is the award-winning and best-selling all butter croissant. Fresh from the Lidl in-store bakery and onto the handbags of queens across the nation, this dough-lightful faux pastry piece will be the envy of Instagram. And for those keen to add a splash of colour, the juicy trio of Oakland tomatoes brings the fresh produce aisle to the catwalk.

Taking the Middle Aisle to the middle of Vogue, shoppers can secure a replica of the lovable Lidl Bear, the supermarket’s Christmas icon. And, for those Lidl-loving huns looking to dress for a charm offensive, the ultimate cult-favourite Leopard Print Kettle has also been reimagined in holographic charm form.

Tying together the eclectic collection, the charm also features a stylish leather tassel in the supermarkets signature blue, red and yellow, alongside a squishy Lidl logo.

The cheeky range comes following the success of Lidl’s internet-breaking Croissant Handbag, which saw the statement piece sell-out in just two minutes. Now, delving into another haute trend, the supermarket is turning everyday essentials into must-have accessories once again, with the Lidl flair it’s known and loved for.

Fashionistas and Lidl lovers alike simply need to head to www.lidl.co.uk/bagcharms between 28th May and 4th June to be in with a chance of getting their hands on one of the limited-edition bag charms.

ENDS

Notes to Editors

*https://trends.google.com/trends/explore?geo=GB&q=bag%20char

**Prize draw live from 00.01 28^th May 2025 to 23.59 on 4^th June 2025, winners will be selected at random.

Press contact: lidl@wearetheromans.com

About Lidl

Lidl is a part of the Schwarz Group with headquarters in Neckarsulm, Germany, and is one of the leading food retailers in Germany and Europe. Lidl currently operates around 12,350 stores and more than 220 goods distribution and logistics centers in 31 countries and employs around 375,000 people.

At Lidl, we value an optimal price-performance ratio for our customers. Simplicity and process orientation determine the daily activities in the stores, the regional distribution centers and the national headquarters.

Lidl takes responsibility for people, society and the environment in its daily activities. For Lidl, sustainability means fulfilling its quality promise anew every day.

Performance, respect, trust, grounded and belonging are Lidl's corporate values, which are at the heart of our corporate culture, shape our daily actions and form the basis for our entrepreneurial success.

Lidl achieved store sales of 125.5 billion euros in fiscal year 2023. The companies in the Schwarz Group generated total sales of 167.2 billion euros in fiscal year 2023.