Kroger to 'Dip' into the fashion industry

CINCINNATI -- Kroger is teaming up with fashion designer Joe Mimran to produce a new clothing line.

The name: Dip.

It's not the first time Kroger has dabbled in the fashion world, but it does mark the first time the company has sold clothing under its own label.

"Dip is simple, fresh, and goes great with everything," Mimran said in Monday's announcement. "We looked at Kroger's unmatched heritage in food. We thought about the fun, easy energy of the clothes."

Mimran has worked for more than 30 years in the fashion industry and helped launch the Club Monaco, Joe Fresh and Pink Tartan clothing lines.

"We've worked closely with Joe and his team to develop a line of clothing that works for today's times," said Robert Clark, Kroger's senior vice president of merchandising. "Dip will transform our apparel business, further redefining the customer experience through Restock Kroger."

Clark said one of the goals for the line is to give customers a quick, easy and fashionable clothing option people can afford.

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

Dip is expected to launch men's, women's, junior's, kid's and baby collections sometime in fall 2018. The line will be sold at over 300 Fred Meyer and Kroger Marketplace stores.

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