Aiming to provide simple, affordable yet stylish apparel to a wide range of customers, Kroger will introduce the Dip clothing lines this fall in more than 300 Fred Meyer and Kroger Marketplace stores. The Dip brand will replace more than a dozen Kroger private label brands, including Indigo by Great Northwest, GNW, Kids Korner and Curfew, according to Supermarket News.
Kroger has partnered with veteran designer Joe Mimran, known for launching Club Monaco, Joe Fresh and Pink Tartan during his 30-year career, to create the exclusive apparel collection.
The Dip brand name grew out of Kroger’s heritage in food, according to Mimran: “We thought about the fun, easy energy of the clothes,” he said in a statement. “We thought about what makes every gathering better, and it just kind of clicked — Dip. Dip is simple, fresh and goes great with everything.”
“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, SVP of Merchandising at Kroger in a statement. “
Convenience was another key factor behind the name. “We know customers want to quickly pop in and out of the apparel department, not spend hours browsing,” said Clark. “Great style you can just grab, go and enjoy, at a great price; that’s the promise.”
Kroger has sought to pump up its private label sales as part of the Restock Kroger initiative. Apparel sales are a staple for Kroger competitors including Walmart, Target and Costco, and even hard discount supermarket chain Lidl offers a range of clothing designed with model Heidi Klum.
“Dip will transform our apparel business, further redefining the customer experience through Restock Kroger,” Clark noted.