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Kroger set to roll out Dip fashion brand

Exclusive apparel label to debut in Fred Meyer, Marketplace this fall

Russell Redman

July 9, 2018

3 Min Read
Supermarket News logo in a gray background | Supermarket News

The Kroger Co. has unveiled the apparel private brand it plans to launch in the fall.

Joe_Mimran_Kroger_Dip_brand_fashion_designer_0.jpgCalled Dip, the exclusive clothing line was developed by fashion designer Joe Mimran, left, and is slated to roll out to more than 300 Fred Meyer and Kroger Marketplace large-format stores, Kroger said Monday.

Dip will include apparel for women, men, juniors, children and babies. Kroger said the apparel brand is intended to “help busy, on-the-go people live with style and get the most out of their fashion dollar” by offering flexible collections that make it easy for customers to assemble outfits or clothe an entire family. Plans call for the Dip brand to be presented in its own in-store department with the banner prominently featured, according to a conceptual drawing from Kroger.

"We've worked closely with Joe and his team to develop a line of clothing that works for today's times — easy to buy, easy to wear and easy to love. Effortless style, every day of the week," Robert Clark, senior vice president of merchandising at Kroger, said in a statement. "Dip will transform our apparel business, further redefining the customer experience through Restock Kroger."

Cincinnati-based Kroger had announced plans for its own “modern lifestyle” clothing brand last November and said the new line would debut in Fred Meyer stores in the Pacific Northwest and in Kroger Marketplace locations around the country.

Dip replaces over a dozen of Kroger’s private-label clothing brands — such as Indigo by Great Northwest, GNW, Kids Korner and Curfew — and reflects efforts to spur private brand growth under the Restock Kroger initiative to redefine the customer experience.

"The goal is to connect with our customers in innovative ways through ‘Our Brands,’ ” Clark explained. “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. Imagine grabbing a few groceries and then being able to ‘dip’ over to the next aisle and finding your new favorite top or pants.”

Those ideas, in fact, were behind Kroger and Mimran’s conception of the Dip brand name, the company said.

"We looked at Kroger's unmatched heritage in food. We thought about the fun, easy energy of the clothes. We thought about what makes every gathering better. And it just kind of clicked — Dip," according to Mimran, who in his 30-year fashion career is known for launching such brands as Club Monaco, Joe Fresh and Pink Tartan. "We believe good design can be affordable. It should fit into your life, not the other way around."

Convenience also factors heavily into the brand. “We know customers want to quickly pop in and out of the apparel department, not spend hours browsing,” Clark noted. “Great style you can just grab, go and enjoy at a great price. That’s the promise. This is an invitation to ‘Dip into simple. Dip into style.’ ”

Grappling with thin margins in food, inflationary pressures and an influx of nontraditional competitors, brick-and-mortar grocery retailers are looking to add items that bolster profits and differentiate their product mix. Kroger rivals Walmart, Target and Costco generate much of their revenue via grocery sales but have made apparel a staple of their offerings. And U.S. market newcomer Lidl, a hard-discount supermarket chain, offers a range of clothing designed with model Heidi Klum, including a new collection that launched in March.

"Our exciting and innovative apparel vision will inspire our customers, resulting in increased engagement, loyalty and sales," Kroger’s Clark added.

 

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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