Kroger’s planning Dip fashion line this fall


Who wants to buy their clothes at the grocery store?

The Kroger Co. has announced a new apparel brand called Dip that will be in more than 300 Fred Meyer and Kroger Marketplace stores this fall. And it’s going to be developed by fashion designer Joe Mimran, who launched Club Monaco, Joe Fresh and Pink Tartan. “Style should be fun,” Mimran said. “We believe good design can e affordable. It should fit into your life, not the other way around.”

The collection will include men’s, women’s, juniors, kids and baby collections, all designed to help busy, on-the-go people live with style and get the most out of their fashion dollar. What’s more, Dip will replace more than a dozen of the company’s private-label clothing brands. Who knew? I’ve only been in a Kroger store once. It was in Dallas and I do not remember seeing clothing.

Anyway, a lot of thought went into the name of the clothing line and the idea behind it. “We know customers want to quickly pop in and out of the apparel department, not spend hours browsing,” said Robert Clark, Kroger’s senior vice president of merchandising. “Great style you can just grab and go, and enjoy, at a great price; that’s the promise. This is an invitation to ‘Dip into simple. Dip into style.’ “

Clark said Dip will enable Kroger to provide a better clothing experience and expand on products and experiences only available at its stores. “Imagine grabbing a few groceries and then being able to dip over to the next aisle and finding your new favorite top or pants.”

Categories: Apparel, Brands, Business, USA

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