Kroger has announced that it will roll out its new apparel strategy, Dip, this week to over 300 Fred Meyer and Marketplace stores. Created by retail veteran and designer Joe Mimran, the founder of upscale fashion retailer Club Monaco, the apparel line includes clothing for men, women, juniors, kids, and babies, with more than 80 percent of the goods priced at $19 or less.
“Dip creates a new experience for our customers, focusing on a thoughtfully designed and curated collection that is simple, stylish and affordable,” says Christina Groth, Kroger’s Vice President of General Merchandise. “During the product development process, we were intentional about creating a brand that’s unique and resonates with our shoppers—and we believe we’ve done just that.”
Mimran has previous experience designing clothing for both upscale and budget-friendly apparel. In addition to founding Club Monaco, Mimran is the creator of Joe Fresh, an affordable, fast-fashion family apparel brand which is sold in Canada through Loblaw’s supermarkets and freestanding Joe Fresh stores. Jackman Reinvents, a company that designs brand imagery, partnered with Mimran to create the brand name and image, the go-to-market plan, and the end-to-end shopper experience.
“No detail in the fit and finish of Dip has been overlooked,” says Mimran. “Dip is reflective of customers’ true needs and built around a foundation of key modern pieces. It’s fresh. It feels fantastic in your hand. It’s a fun attitude. It’s all those things. These are clothes for really living life in and looking good while doing it.”
Joe Jackman, founder and CEO of Jackman Reinvents, adds, “To win, you must view the world through the eyes of your customers. At every stage of development, we kept the customer benefit at the forefront. If an element didn’t help shoppers achieve effortless style every day, it didn’t make the brand. Simple as that.”
Dip is replacing more than a dozen private label brands that Kroger already sold. The company said the new product is a “meaningfully better” clothing experience and is something that can only be found in its stores.
The Dip apparel line is meant to expand Kroger’s Marketplace store model. In addition to clothing and groceries, Kroger now sells home goods and decor, small appliances, home office, and other mass merchandise products—closing the gap with competitors Meijer and Walmart.
Groth adds, “We anticipate customers quickly connecting with Dip. The new brand is easy to find in our stores and offers incredible quality, style, and value. It’s simplified pricing, so there’s no waiting for a sale or hunting for a coupon. And we’re just getting started. We want everyone to enjoy Dip—expect to see new items, designs, and styles.”