The Dip brand offers collections for men, women, juniors, children and baby. More than 80% of the items in the collection are priced at $19 or less, Kroger said.
“Dip creates a new experience for our customers, focusing on a thoughtfully designed and curated collection that is simple, stylish and affordable,” said Christina Groth, Kroger’s vice president of general merchandise. “We anticipate customers quickly connecting with Dip. The new brand is easy to find in our stores and offers incredible quality, style and value. It’s simplified pricing, so there’s no waiting for a sale or hunting for a coupon.”
While apparel isn’t new to Kroger, it is just beginning to sell clothes under its own label. The company has sold more than a dozen third-party brands for years at Fred Meyer and Smith’s stores and carries seasonal apparel at many of its supermarkets.
Kroger announced in July that it was developing its own “modern lifestyle” apparel brand. The retailer sought a “cohesive and compelling brand experience” by leveraging customer insights provided by its analytics subsidiary and recruiting veteran fashion designer Joe Mimran — best known for launching the Club Monaco, Pink Tartan and Joe Fresh apparel brands — to lead the creative and design vision.
“No detail in the fit and finish of Dip has been overlooked,” Mimran said. “Dip is reflective of customers’ true needs and built around a foundation of key modern pieces. It’s fresh. It feels fantastic in your hand. It’s a fun attitude. It’s all those things. These are clothes for really living life in and looking good while doing it.”