Kroger Rolling Out New Apparel Brand

Kroger Rolling Out New Apparel Brand Dip Joe Mimran
Artist's rendering of Dip apparel section within a Kroger store

The Kroger Co. has revealed the impending launch of its new apparel brand Dip, for which it has joined forces with fashion designer Joe Mimran.

Having previously launched the Club Monaco, Joe Fresh and Pink Tartan apparel brands, Mimran has leveraged the talent and expertise garnered during his three decades in the fashion industry to develop an exclusive line of stylish, affordable clothing for Cincinnati-based 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,” noted Robert Clark, Kroger’s SVP of merchandising.  “Effortless style, every day of the week. Dip will transform our apparel business, further redefining the customer experience through Restock Kroger.”

Consisting of Men’s, Women’s, Juniors, Kids, and Baby collections, Dip will offer flexible collections and seasonal highlights aiming to make assembling outfits, or clothing an entire family, quick and easy.

“Style should be fun,” observed Mimran. “We believe good design can be affordable. It should fit into your life, not the other way around.”

Joe Mimran Kroger Dip Apparel Brand
Fashion designer Joe Mimran, creator of Kroger's new Dip apparel line

What's in a Name?

As for the origin of the brand’s name, Mimran explained: “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. And it just kind of clicked – Dip.” He added that like the food it’s named for, “Dip is simple, fresh and goes great with everything.”

“We know customers want to quickly pop in and out of the apparel department, not spend hours browsing,” affirmed Clark. “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.’”

Further, the new brand will replace more than a dozen of Kroger’s private label clothing brands.

“The goal is to connect with our customers in innovative ways through Our Brands,” said Clark. “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.”

Dip will be available this fall across America at 300-plus Fred Meyer and Kroger Marketplace stores.

Kroger employs nearly half a million associates at 2,779 retail food stores under a variety of banner names. The retailer is No. 2 on Progressive Grocer's Super 50 list of the top grocers in the United States.