Dive Brief:

  • Kroger has launched a new apparel brand called Dip. The line will include men’s, women’s, junior’s, kid’s, and baby collections, and will replace a dozen of the company’s already existing private label clothing brands. It will roll out in the fall across more than 300 Fred Meyer and Kroger Marketplace stores nationwide.
  • Kroger said it has enlisted fashion designer Joe Mimran to develop the line. Mimran has previously designed clothing for Club Monaco and Pink Tartan. Mimran, with 30 years of experience in the fashion industry, also developed the highly successful Joe Fresh apparel line for Loblaws in Canada.
  • The collection’s name, Dip, comes from the popular party snack which the company described as “simple, fresh, and goes great with everything,” just like the collection. Mimran adds that like the food product, Dip is designed to be a grab-and-go collection. Full Article