The U.S. grocery chain is set to expand its offerings in 2018 with a new apparel assortment.

NORTH AMERICA–In an effort to engage consumers in a new way, The Kroger Co. has introduced its new lifestyle apparel brand, Our Brand.

The new collection will “re-invigorate” Kroger’s apparel offerings and features active-inspired cuts and materials that “move with consumers,” according to the grocery chain. The initial Our Brand offering will be available for children, young men, juniors and adults.

"This new brand gives Kroger a chance to inspire and connect with our customers, offering effortless style every day–from elevated basics to fashionable highlights," says Robert Clark, senior vice president, merchandising, Kroger. "This new offering is on-trend, convenient and right in line with our customers' needs.”

Our Brand will debut at Fred Meyer and Kroger Marketplace stores, totaling 300 locations throughout the U.S., in fall 2018.