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01/25/2017

Meijer doubles down on apparel

Meijer is leveraging the expertise of one of America's foremost style experts to help shape the direction of its women's clothing department.

The retailer has partnered with Stacy London to refresh its Massini line. London is best known as the co-host of TLC's "What Not to Wear" and "Love Lust or Run," and is a New York Times best-selling author.

"We continue to make strides to enhance our women's clothing department – from integrating plus-size apparel to infusing more on-trend designs within our Massini line," said Peter Whitsett, Executive Vice President of Merchandising and Marketing for Meijer. "We are thrilled to partner with Stacy because she has a knack for quickly creating an emotional connection, and is committed to helping all women feel beautiful and confident regardless of size. We feel Stacy's philosophy compliments the fundamental inspiration behind Massini."

Meijer first introduced the Massini brand in October 1986 as sophisticated sportswear for men and boys. Over time, the brand evolved, and in 2005, included lipstick, nail polish, and fashion accessories like hats, scarves, jewelry and watches. Today, the Massini brand is specific to women's apparel, which London will influence.

In her role, London will serve as a style consultant to help the Meijer Style team continue its focus to evolve the Massini line with affordable trends for everyday wear.

"I am excited to work with the Massini line because the designs inspire women to create a look all of their own," London said. "There's a common misbelief that trends only look good on a specific body type or are limited to youth. This is not true. There are no limits. You can wear a trend regardless of your age or body type. I love helping women connect the dots."

The partnership is the latest in the retailer's ongoing efforts to draw customers from the grocery aisles to its upgraded apparel offerings. In 2014, Meijer unveiled its fresh approach with regional advertising in national magazines like InStyle, Cosmopolitan and Elle, and by showcasing its on-trend apparel on MeijerStyle.com. In October 2016, Meijer continued to build upon its investment in apparel by announcing a ground-breaking initiative to integrate the plus-size departments in each of its 230 stores into missy and women's, with all sizes on one rack at the same price.