US supermarket Kroger launches new apparel brand

US supermarket giant Kroger is to roll out a new apparel label, called Dip.

The new brand will be sold through stores-in-stores in about 300 Fred Meyer and Kroger Marketplace stores across the US, a fraction of its 2779-strong network.

The company released an artist’s impression of how the Dip space will look, (above). It will replace more than a dozen of the company’s private-label clothing brands.

Kroger has tapped fashion designer Joe Mimran to create what it bills as “a new and exciting apparel brand” and which will launch with men’s, women’s, juniors, kids, and baby collections.

Mimran previously launched Club Monaco, Joe Fresh and Pink Tartan during a 30-year career in fashion design. His brief was to develop a clothing line for Kroger which “makes effortless style easy and affordable to achieve”.

“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,” said Robert Clark, Kroger’s senior VP of merchandising. “Effortless style, every day of the week.”

“Style should be fun,” said Mimran. “We believe good design can be affordable. It should fit into your life, not the other way around.”

Mimran says the name Dip was chosen after looking at Kroger’s heritage in food. “We thought about the fun, easy energy of the clothes. We thought about what makes every gathering better. And it just kind of clicked – Dip.”

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