Apparently, Heidiwood (that's what she's calling it) will be linked with a retail chain called Anchor Blue. It will be much less expensive then Lauren Conrad's ridiculously overpriced clothing line, which is basically jersey-material sweats in the form of dresses, leggings and shirts. Just to give you an idea, she charges $48 for a simple pair of black leggings. I think I'll stick to the $26 ones at American Apparel, thanks.
Heidiwood's prices, on the other hand, will range anywhere from $10-$60. I'll be sure to check it out when it opens.