German discount grocer Lidl announced its first U.S. store openings, and all of them will be on the East Coast.

Five stores will open in North Carolina, two are set to open in South Carolina and two will be in Virginia, Retail Dive reports. Each store will measure 20K SF, and the company said 90% of the products will be private label and prices will be about 50% lower than at other grocers. After analyzing the opening locations, Retail Dive said Lidl is focusing on areas outside of large metros and is aiming to attract low- and middle-income consumers.

The company also announced a partnership with fashion designer and supermodel Heidi Klum, and said it will offer one of her exclusive fashion collections in its U.S. and European stores. Lidl operates around 10,000 stores globally, and over the next few years the company plans to open up to 600 U.S. stores.