The Kroger Company and fashion designer Joe Mimran have joined forces to create Dip, a new apparel brand.
The new clothing line includes everyday pieces for men, women, juniors, children and baby within the grocery store.
Dip will replace more than a dozen of Kroger’s private label brands.
“The goal is to connect with our customers in innovative ways through our brands. Dip enables Kroger to provide a meaningfully better clothing experience, and ultimately, expand on the products and experiences that you can only get at our stores,” says Robert W. Clark, senior vice president, merchandising, Kroger. “Imagine grabbing a few groceries and then being able to dip over to the next aisle and finding your new favorite top or pants.”
Joe Mimran is best known for launching Club Monaco, Joe Fresh and Pink Tartan.
Dip will roll out at participating Fred Meyer and Kroger Marketplace stores across the U.S. this fall.