Lidl UK has reported that its hotly anticipated fashion collaboration with supermodel Heidi Klum sold at a rate of 106 products per minute when it was launched yesterday.

Some customers queued from the early hours to lay their hands on items from the debut esmara by Heidi Klum line with the highest number of items sold in the London regions.

The most popular items were skinny jeans and hoodies and half of all stock of these items had been sold within hours of stores opening. The most expensive item in the collection, a £49.99 suede biker jacket, sold a quarter of its stock within the same time.

Lidl UK commercial director Ryan McDonnell said demand for the line, which was officially unveiled at New York Fashion Week, had “exceeded all expectations”. “We are extremely pleased with the response we have had to the new esmara by Heidi Klum collection. This collaboration with Heidi has given us a fantastic opportunity to champion high fashion at Lidl. In such a competitive market place this is exactly the type of initiative that brings new customers flocking to our stores.”

The 84-piece range is priced from £4.99 to £49.99 and includes wardrobe staples along with stand-out pieces such as sequin blazers and lace dresses, along with a range of shoes, bags and scarves. Klum said she “wanted to create fashion with a wow effect that is easy to combine and makes every woman look fantastic – and all at an unbeatable price.”