Kroger to launch a new fashion line

Kroger Co. has selected a designer and a brand name for its new apparel line that will launch in its stores this fall.

The Cincinnati-based grocer is partnering with fashion designer Joe Mimran to launch the line of clothing for men, women, juniors, kids and babies called Dip, an exclusive line for Kroger.

Kroger announced its plans to launch a clothing line in November as part of its Restock Kroger strategy to improve profits, boost its stock price and change the way people buy food.

“We’ve worked closely with Joe and his team to develop a line of clothing that works for today’s times – easy to buy, easy to wear and easy to love. Effortless style, every day of the week,” Robert Clark, Kroger’s senior vice president of merchandising, said in a statement. “Dip will transform our apparel business, further redefining the customer experience through Restock Kroger.”

The line’s name came from Kroger’s original line of business.

“We looked at Kroger’s unmatched heritage in food. We thought about the fun, easy energy of the clothes. We thought about what makes every gathering better,” Mimran said. “And it just kind of clicked – Dip. Dip is simple, fresh and goes great with everything.”

The Dip line will replace more than a dozen of Kroger’s private-label clothing brands in its more than 300 Fred Meyer and Kroger Marketplace stores in the fall.


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