Kroger getting into clothes

The nation’s second-largest grocer, The Kroger Co., which offers one of America’s most extensive private brand food and beverage programs, is launching a modern lifestyle apparel brand next year.

The Cincinnati-based retailer said the new line, to debut in the fall of 2018, is “built from the ground up to engage consumers in a new way.”

"This new brand gives Kroger a chance to inspire and connect with our customers, offering effortless style every day — from elevated basics to fashionable highlights," said Robert Clark, Kroger's senior vice president of merchandising. "This new offering is on-trend, convenient and right in line with our customers' needs."

Launching with children, young men, juniors, men and women, the line will offer “active-inspired cuts and materials that move with consumers – clothes to truly live life in, and look good doing it, according to Kroger.

"This launch of Our Brands fashion will re-invigorate Kroger's apparel line,” Clark added. “We will be able to serve our customers across the country the inspiration they are looking for, which translates into an immense opportunity for growth in sales, share and loyalty.”

The apparel brand will debut first at Fred Meyer and Kroger Marketplace stores, totaling 300 locations across the country.