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.”