Kroger Offers Shoppers In-House Clothing Brand To Differentiate And Enhance Its Grocery Aisles

Kroger Offers Shoppers In-House Clothing Brand To Differentiate And Enhance Its Grocery Aisles
Fashion & Apparel

The supermarket chain launched Dip, its own apparel collection that aims to take the guesswork out of dressing for consumers, upping Kroger's mix of exclusive merchandise in the highly competitive grocery sector

Elisa Lewittes
  • 12 july 2018

Kroger, the nation’s biggest grocery chain by sales, launched Dip, its own private-label clothing brand, seeking to uncork new revenue streams with exclusive merchandise in a sector that’s been upended by players like Amazon and Whole Foods, now one in the same, and European grocers like Aldi.

The private label apparel line will be sold at 300 Kroger stores and its Fred Meyer department stores across the U.S. In partnership with fashion industry veteran Joe Mirman, who helped build the Club Monaco and Joe Fresh apparel retailers, Dip will include women’s, men’s, juniors, kids and baby collections.

Not unlike a grab-and-go meal, Dip is designed to make outfitting an entire family quick, easy and stylish, said Roger Clark, Kroger’s senior vice president of merchandising. The line comes as retailers from Target to Macy’s boost their fare of higher profit margin private-label collections to differentiate from competitors.

In the digital age, shoppers can purchase any food or fashion item, courtesy of Amazon, and have it delivered to their doorstep with one click of a button. As a result, to cultivate strong customer relationships, supermarkets are ramping up efforts to boost their unique market value through in-house initiatives. At a time when consumers prize on-demand convenience, Kroger’s grab-and-go apparel line strives to appeal to shoppers looking to easily pick up their food staples and fashion items in one place.


+grab and go
+joe mimran
+private label

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