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Kroger launches Bromley’s men’s grooming brand

Supermarket giant adds to growing private-label roster

Expanding its lineup of own brands, The Kroger Co. has unveiled Bromley’s For Men, an exclusive line of men’s shaving and grooming products.

Kroger said its private brands team led the development and design of Bromley's in tandem with skin care experts. The collection encompasses nine items: a premium classic razor; three interchangeable razor cartridges, including the Smooth Operator 7-Blade, Keepin' it Trimmed 5-Blade, and Single Stroke 3-Blade; a pre-shave prep wash exfoliator; a charcoal-infused daily cleanser; a velvety shave cream; a post-shave balm; and a daily moisturizing lotion with SPF 15 sun protection.

"Bromley's For Men offers a complete, customizable grooming experience because Kroger knows it shouldn't be complicated or expensive," Robert Clark, senior vice president of merchandising, said in a statement. "This new ‘Our Brands’ product expands our personal care business while simplifying men's shaving and grooming."

Bromley's is being positioned as a premium-quality yet affordably priced brand that provides men with grooming and skin care options “for every step of the way,” according to Kroger. In a nationwide trial, 88% of men said the Bromley's razor gave a smoother shave than their current razor, and 80% said they would buy the Bromley’s product, the Cincinnati-based supermarket retailer said.

"Bromley's For Men is a collection that's simple, affordable and accessible. It will disrupt the men's shaving and grooming category,” Clark commented.

Private brand growth is a pillar of the retailer’s Restock Kroger companywide initiative to redefine the customer experience across channels. Clark reported that last year Kroger’s own-brand portfolio tallied $20.9 billion in sales and reached its highest-ever unit share.”

Besides its eponymous store brand, Kroger’s own-brand roster includes Simple Truth, HemisFares, Big K, Fresh Selections by Kroger, Comforts for Baby, Home Sense, Pet Pride, Private Selection, [email protected], Abound and Luvsome, as well as the value brands  P$$T, Check This Out and Heritage Farm.

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