To create a new fashion line under its own label, the Dip apparel brand, Kroger is linking up with designer Joe Mimran. One of the goals of the rollout is to provide easy, affordable and fashionable apparel options, WCPO reported.
“We’ve worked closely with Joe and his team to develop a line of clothing that works for today’s times,” said Kroger Senior Vice President of Merchandising Robert Clark. “Dip will transform our apparel business, further redefining the customer experience through Restock Kroger.”
Kroger is expected to launch the brand this fall with collections for men, women, juniors, kids and babies. When it does hit the market, the line is expected to be sold at 300 brick-and-mortar stores under the Kroger Marketplace and Fred Meyer brands. Mimran, the designer behind the brand, has over 30 years of experience in the industry. He has launched brands such as Joe Fresh, Pink Tartan and Club Monaco.
The news comes less than a year after the grocer also announced that it would be rolling out an apparel line. Kroger, the largest supermarket chain in the U.S., had already sold clothing at some of its stores, but none of those offerings were sold under the company’s own label. Instead, they were stocked by more than a dozen third-party brands and were only available at a fraction of the grocer’s nearly 2,800 supermarkets, which are located in 35 states under a variety of different names.
At 300 of Kroger’s Fred Meyer department stores and Marketplace superstore locations, the Our Brands activewear line is slated to join the third-party apparel already on the racks in fall 2018. Our Brands will include modern lifestyle apparel for children, teens and adults, all of which will be crafted for comfort and style: “Clothes to truly live life in, and look good doing it,” according to the grocer. Though no designs are currently available, the line seems to draw inspiration from the popular athleisure style.