Kroger ‘Dips’ into high fashion

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Kroger ‘Dips’ into high fashion

By Louisa Hallett - 07/09/2018
The company has partnered with fashion designer Joe Mimran to introduce a new apparel brand.

Kroger plans to introduce a new innovative clothing line this fall.

The company has partnered with fashion designer Joe Mimran to introduce a new apparel brand. Mimran is known for launching Club Monaco, Joe Fresh and Pink Tartan and has been hired to create an exclusive clothing line for Kroger called Dip.

“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," said Robert Clark, Kroger's senior vice president of merchandising. "Dip will transform our apparel business, further redefining the customer experience through Restock Kroger."

The clothing line will be featured in Kroger’s subsidiary Fred Meyer, as well as in Kroger Marketplace stores. The clothing line is part of the “Kroger Restock” initiative, which was announced in November of last year. The plan will consist of heavy capital investments -- $9 billion over the next three years. 

"This new [apparel] brand gives Kroger a chance to inspire and connect with our customers, offering effortless style every day — from elevated basics to fashionable highlights," Robert Clark, Kroger's senior vice president of merchandising, said in a statement.

Clark did not elaborate on how they will redefine fashion, however, the new clothing line will feature men's, women's, juniors, kids, and baby collections. It is being advertised to target consumers who are busy, on-the-go people who want to get the most out of their fashion dollar.
 
"Style should be fun," said Mimran. "We believe good design can be affordable. It should fit into your life, not the other way around."

Dip will launch across America in more than 300 Fred Meyer and Kroger Marketplace stores.
 
 
 

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