Meijer targets working women

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Meijer targets working women

By Louisa Hallett - 08/06/2018
The Michigan-based retailer has introduced Ophelia Roe, a new clothing line offering items to mix and match wardrobes, with more polished fabrics and trend-forward details, patterns and cuts.

Meijer, a regional U.S. supercenter chain, has launched its own fashion clothing line for working women.

The Michigan-based retailer has introduced Ophelia Roe, a new clothing line offering items to mix and match wardrobes, with more polished fabrics and trend-forward details, patterns and cuts. The styles are to rotate every eight weeks for the updated professional.

"There is a nationwide dilemma where women are confused about what to wear at work because there's a big difference between denim and donning a structured suit – and those aren't necessarily the best options on a daily basis," Annette Repasch, Group Vice President of Softlines for Meijer said. "We are so excited for our customers to embrace Ophelia Roe because this line is the perfect solution: it's relevant, fashionable, unique and affordable. You can't find it anywhere else."


The announcement comes a few months after the company announced its development of a new “Shop & Scan” program. The program enables users to scan barcodes on items as they shop and bag their groceries while they move through the store, dramatically decreasing checkout time. The Shop & Scan technology works with Meijer's popular mPerks program via a free app that customers can download through the App store. Once a customer has completed their shopping, they simply scan their phone at a self-checkout lane and pay, making the checkout experience quick and easy. All Meijer Apps can be found by searching for "Meijer" in the Apple or Android app stores.

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